Cecilia Pagkalinawan
Digital Marketing Strategist
former VP of Marketing
Burberry, La Perla & Frette
Digital Marketing Strategist
former VP of Marketing
Burberry, La Perla & Frette
A new identity for attainable homeownership on Cape Cod.
Cornerstone Homes Cape Cod is a transformative housing initiative by Housing Assistance Corporation, offering brand-new, low-maintenance homes to middle-income buyers on Cape Cod. We partnered with their leadership team to build a distinctive brand from the ground up — strategy, identity, and style guide.
Challenge
The name "Cornerstone" is one of the most crowded in residential real estate, with dozens of similar marks across the country. The new brand needed to stand completely apart — ownable, trademarkable, and built to expand across multiple future properties.
solution
We conducted a full brand audit, defined the brand strategy and voice, and created a distinctive new logo mark — a modern architectural icon communicating foundation, growth, and stepping stones to success. The system was built with flexible location lockups for future properties, and delivered with a comprehensive brand style guide.
RESULT
A brand as strong as its foundation
The Cornerstone Homes identity communicates aspiration, stability, and Cape Cod pride — speaking directly to first-time buyers, essential workers, and long-time residents ready to plant roots. A full brand guide ensures consistency as new properties expand across the region.
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Brand Guide
Consistency from day one
A comprehensive brand guide documents color (a Cape-inspired palette of Dark Midnight Blue, Marble Blue, and warm neutrals), typography, logo usage rules, imagery direction, and do's and don'ts — giving the Cornerstone team a go-to resource as the brand grows and new stakeholders come on board.
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Logo Construction
The Cornerstone of Success
The primary mark features a modern architectural icon — a roofline rising from layered stepping stones — communicating strength, growth, and attainability. A flexible location lockup system allows the brand to extend seamlessly to future developments like Cornerstone Hyannis and Cornerstone Orleans under one unified parent identity.
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