Upon taking over the Merrifield project for MAB Corporation, our first task was to establish a concept for selling boutique releases of turn key townhouses. They wanted to ensure that the product appeared quite different from their existing land and home and land packages, particularly because it was targeted at a very different type of purchaser.

Our solution was the sub-brand “Crafted.” This brand was devised to focus on the fact that these townhouses were already designed in collaboration with industry leading builders and architects, giving them an almost custom feel.