Você

Você [Vo-chay] is an exceptional Nashville neighborhood that retains and embraces the natural beauty of the land while promoting a meaningful connectivity to the outdoors. From the building materials utilized, to the innovative and elemental designs, to the ideally situated-and-preserved pastoral setting, Você is inspired by nature.

Challenge

Among the countless new residential developments popping up all over today’s Nashville, Você is unique. Designed from the ground up to conserve as many trees as possible and to preserve the area’s natural beauty, the Voce brand was designed to attract an upscale, creative, adventurous buyer looking for an alternative to the “cookie-cutter” building approach common to the majority of new developments.

Solution

Successfully incorporating the story of Country Music Hall of Fame member Eddy Arnold, the last steward of this land, Cronin Creative’s branding provides a delicate blend of rural, back-to-nature sensibility combined with an elegant, upscale vibe, reflecting the balance of “hillbilly” and more sophisticated “countrypolitan” styles that distinguished Arnold’s long and successful career. Voce is all about creativity, sustainability and a shared sense of community.

Conversations with stakeholders led us to a logo featuring a whimsical bird and an overall look and feel that highlights the area’s natural surroundings while targeting an exclusive, upscale demographic. 

Result

After overcoming pushback from Metro codes and an adjacent development over the Voce’s unconventional layout and sustainable construction methods, Você’s custom-built homes began to rise, seeming to grow organically among the area’s tree-filled hills. Blending seamlessly into the surrounding neighborhoods, Você’s construction continues, with home selling briskly as the development nears completion.

“The creative and collaborative spirit that Cronin Creative brought to this project was instrumental in our successfully introducing Você’s innovative, sustainable approach to community building in Nashville. They brought an elegance to the design and conveyed Você’s unique story in a compelling way that continues to inspire and motivate our target buyer today.” – Steve Armistead, Armistead Arnold Pollard Real Estate Services, LLC

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