A Wind of Change for Wind River

Whether it’s tiny homes or modular builds, right-sized living isn’t a passing trend. It’s a revolution in how we think about space, sustainability, and affordability. The advantages abound– a smaller carbon footprint, overall simplicity, and a home alternative that costs less to build and maintain. 

Say “Hello” to Wind River

This is a company led by entrepreneurs who are also designers, craftsmen, home builders, and relationship builders. Their sense of design is one of a kind in both style and function. Already a very successful and compelling brand, they contacted Maycreate to help them kick things up a notch. The company was looking for big picture thinking and a unique marketing strategy.

Maycreate Conducts a Brand Discovery

John Wagoner, Senior Brand Strategist & Account Supervisor led the group. His goal was to identify and define Wind River’s brand platform Ideal Customer Profile (ICP). The brand’s most distinct advantage was livable luxury—Wind River homes are designed to be beautiful and make the most of every inch of space. They’re homes you’ll want to live in for the long term. In other words, Wind River isn’t building cheap, mass-produced tiny and modular homes. Their high-end builds are the product of intentional design, expert engineering, and exceptional craftsmanship. 

Wind River was growing thanks to their great builds. And they were gaining media attention as well as an ardent following, which was boosted during the pandemic. That’s when off-the-grid living and the paycheck protection program (PPP) were on the rise, funding the growing options of work-from-home (WFH). To grow beyond the pandemic success, we took an extensive look at Wind River’s current prospects and our research drew a connection between a mega trend and a purchasing insight. One we used to strategically pivot their audience targeting. Then, we applied that same approach to defining their ideal developer profile.

Maycreate developed a comprehensive brand platform for Wind River.

New Campaign Captures Individual Buyers

Utilizing our client’s current site, the creative team built an ad campaign designed to reach individual buyers based on our newly targeted customer profiles. To enhance the efficacy and reach of the campaign, the team produced both photo- and video-rich content to give potential customers a sense of being there. This targeted messaging was created and released through paid media channels, while Wind River began cultivating their new leads.

New Website, New Look, New Business

At the same time, we initiated putting their new brand platform and newly focused target customer profiles to work. Both positioned Wind River as the preferred choice among prospective tiny home buyers for both dwellers and developers. The takeaway was all about livability that works. Design you’ll love. And quality that endures. In other words, an investment worth owning for life.

We also redesigned Wind River’s website. From site map to UX, the new site is designed to engage. When users land on a page, it feels like they are actually inside the tiny home. Meaningful testimonials were incorporated and some appear on pages related to the subject. White paper downloads are sent directly to visitors, keeping them informed and in touch. Wind River also commissioned an interactive map through a partner developer and Morgen Tanksley, our lead creative, put this smart investment to work through her UX and site design. In short, every touch point, every page, every interaction is there for the user.

Maycreate developed a variety of digital ads to help Wind River reach their target audience creatively.

Meet the Creative Team

Morgen Tanksley, Senior Art Director, led the UX while designing and developing the website from the ground up.

Lindsey Lowe, Senior Copywriter & Content Manager, developed copy for the site that feels true to their well-established, professional, and down-to-earth voice. Copy that also cradles the truths outlined in their brand platform. Each word was carefully chosen to bring the story of Wind River to life.

Rad Davenport, Digital Marketing Manager, laid the framework for the site’s content structure and design elements. He also conducted keyword research which was relevant to Wind River’s target audience. In addition, he optimized each page and set up analytics and tracking.

John Wagoner, Senior Brand Strategist, Account Supervisor, not only built and conducted the Brand Discovery but also served as creative director for all digital and print ads, as well as the sales materials our team produced for the client.

Could your site use a refresh?

Maybe your site is a little outdated? Navigation need adjusting? Dropdowns not dropping? Give us a call. We’ll develop a website for you that not only builds traffic but also boosts sales. You can reach our team at 423.634.0123.