Located next to a nature conservation area, The Creeks is an upscale neighbourhood that features elegant homes, tree-lined streets and no commercial development. The target market is distinct, and it was important to find a way to speak directly to this audience. Our strategy was to let The Creeks speak for itself. We talked to current residents and collected testimonials on what they love best about their neighbourhood. We used their words in our redesign of the website and marketing materials. Their comments are authentic, personal and relevant. They provide the foundation of the neighbourhood’s brand … The Creeks,“A Beautiful Life”. The campaign was a great success, resulting in a dramatic increase in sales.