BRAND
BUILDING. BUSINESS. FAMILY.
THESE ARE THE 3 MOST IMPORTANT WORDS IN THE FARRELL VOCABULARY. THERE’S NO QUESTION THAT EVERY SINGLE ONE OF YOU AT FARRELL ARE CRAZY ABOUT BUILDING, BUT YOU ARE ALSO ROOTED IN TRADITION THROUGH YOUR FAMILY VALUES AND BUSINESS EXPERTISE. THESE 3 IDEALS, WHEN BROUGHT TOGETHER, COMPRISE THE CORE OF THE FARRELL PHILOSOPHY. WE HAVE DEVELOPED THESE EXTENSIVE BRAND GUIDELINES, WITH THE FARRELL MENTALITY IN MIND, TO STAND THE TEST OF TIME. AND, JUST LIKE YOUR HOUSES, YOUR BRAND MUST MAINTAIN THE GREATEST ATTENTION TO DETAIL.
FARRELL
BRAND STANDARDS. THE FARRELL BRAND SHOULD CONVEY YOUR CHARACTER, YOUR PERSONALITY AND YOUR UNPARALLELED CUSTOMER SERVICE. YOU ARE A BIG FAMILY, AND A BIG FAMILY NEEDS A STRONG IDENTITY. IN ORDER TO MAINTAIN A STRONG BRAND, IT IS IMPORTANT TO LOOK PAST JUST A LOGO AND A NAME. WHO YOU ARE, WHAT YOU BELIEVE IN, AND THOSE YOU SERVE ALL PLAY AN INTEGRAL ROLE IN CREATING A COMPREHENSIVE UNDERSTANDING OF THE TRUE FARRELL BRAND. YOUR BRAND PLATFORM WILL BE THE CATALYST IN MEETING YOUR GOALS AND ACHIEVING SUSTAINABLE SUCCESS NOW AND IN THE FUTURE.
Brand Objectives
To establish a strategic platform that will frame the foundational building blocks to take the Farrell brand to the next level and empower the organization to successfully achieve business goals.
Brand Identity
To establish a strong and ownable, uniform and cohesive 360 Farrell brand identity, that is demonstrative of the value you bring, across all channels and communications.
Brand Messaging
To connect on a human level and broaden Farrells’ existing target audience by clearly communicating the breadth of your offers.
Brand Positioning
To further strengthen Farrell’s positioning as the number one building company in the Hamptons.
BRAND V ALUES
RELIABLE SAVVY VISIONARY
MISSION
HOME BUILDING
PROCESS AND ENGAGE
THE CUSTOMER, IN THE
CREATIVE EXPERIENCE
SIGNATURE
SPEC
INTERIOR DESIGN
CUSTOM BUILD
CUSTOMER SERVICE
EXCLUSIVE RENTALS
IN-HOUSE ARCHITECT
BUILD TO SUIT
LEGAL DEPARTMENT
FARRELL BRAND OFFERING.
WITH A VERY STRONG FOUNDATION OF SUCCESS, YOUR BRAND AND ITS STORY HAS A LOT TO TELL. BUT GREAT BRANDS ARE MORE THAN JUST THE SUM OF THE SERVICES THEY PROVIDE. IN YOUR CASE, FARRELL SERVES IT’S CUSTOMERS ON DIVERSE LEVELS, AND THIS, DIVERSITY IS REFLECTED IN YOUR BRAND STRATEGY. YOUR FOUR CORE OFFERINGS INCLUDE: SIGNATURE SPEC, BUILD TO SUIT, CUSTOM BUILD AND EXCLUSIVE RENTALS. BUT IN ORDER TO BE EFFECTIVE AND POWERFUL IN TODAY’S COMPETITIVE CLIMATE YOUR BRAND IDENTITY NEEDS TO BE CLEARLY COMMUNICATED IN A STRONG, AND CONSISTENT MANNER THROUGH ALL OF YOUR TOUCH POINTS. AN OWNABLE AND MEMORABLE 360 BRAND IDENTITY.
CUSTOMER SERVICE
Farrell Building Company is acknowledged as the finest builder in the Hamptons for a reason, we’re strongly committed to the superior craftsmanship and a “customer first” philosophy.
FARRELL CUSTOMER SERVICE.
WHEN YOU WALK INTO A FARRELL HOUSE WITHIN SECONDS THERE IS SOMETHING THAT CLICKS IN YOUR HEAD THAT MAKES YOU FEEL GREAT. FOR ALL THE PEOPLE WHO SUMMER OUT HERE, THESE ARE THE GREATEST TIMES OF THEIR LIVES, FROM MEMORIAL DAY TO LABOR DAY WITH THEIR FAMILIES IN THESE HOMES. AND THEY WANT THAT SUMMER. IT MEANS EVERYTHING TO THEM. PEOPLE DON’T WANT TO LOSE A DAY OR A WEEK OR THEIR LIVES. THAT IS REALLY SOMETHING THAT WE PUT EXTREME IMPORTANCE ON... THE VALUE OF TIME WE BUILD QUALITY HOMES, EFFICIENTLY. YOU WANT TO GET IT DONE…KNOW EXACTLY WHAT IT WILL COST…NO SURPRISES. WE MAKE IT SIMPLE AND STRESS-FREE. WE REVOLUTIONIZED THE BUILDING PROCESS. PEOPLE COME TO ME BECAUSE THEY KNOW WHAT THEY’RE GOING TO GET. NO HEADACHES. GOOD RELATIONSHIPS. GOOD INVESTMENT. A NICE, SEAMLESS PROCESS. WE’VE CREATED A FAMILY OVER THE YEARS, AN INCREDIBLE GROUP OF PEOPLE…THERE’S NOTHING LIKE IT IN THE HAMPTONS. WE ARE DIVERSE. WE ARE WELL-ROUNDED. AND WE CARE ABOUT EACH OTHER.
JOE FARRELL
”It’s a home… not a house… and you get that feeling in a Farrell home right way… it couldn’t have been more pleasant to have Joe build our home. We told him when we needed to move in and, with no questions asked , we were in. Joe’s family of employees really stand behind the property and the build.”
JACK & JODI WASSERMAN, Farrell homeowners
”Open and accessible… Farrell worked with us to make our dream come true. Their win-win approach is what won us over. Joe understands“ the big picture” that is our home…instant rapport and understanding.”
BOB & DAWN MCGUIRE, Farrell homeowners
”It went fabulously… I received updates and pictures of the building process daily… Farrell interiors always inspire me. I believe Joe is build ing the best homes – with quality and value .”
SHARON HELD, Farrell homeowner
”Once I sell this house, I’m ready to build another one with Farrell right away. The process (of designing and building my own spec home) has been absolutely perfect. Farrell is there when you need them, organized, focused, detailed. The customer service is really out-standing I would absolutely recommend Joe to build anybody’s house. The team used to say, “Don’t worry Jeanie. We’ll take care of it.” And that made it easier for me.”
JEANIE SACKS, Farrell homeowner
”It’s done to perfection. It’s a new home every time we walk through that door. It’s an environment where no one wants to leave.”
BOB & DAWN MCGUIRE, Farrell homeowners
“Farrell is very warm, genuine, honest. We got an owner’s manual for the house with an index that people you could call… a plumber… an electrician… a painter…a cleaning service… even a masseuse!”
PETER & CAROL DRAY, Farrell homeowners
”Joe was so open and accessible. His passion for what he does was communicated in every meeting. He worked with us to make our dream come true .”
DAWN DOHERTY, Farrell homeowner
“Being big has helped us be efficient, build quickly, and maintain an incredible level of quality because we have so many people who work just for us. We’ve had relationships with customers for 20 years. We provide customers with a level of comfort that they know that somebody is going to be there have their backs.”
KYLE MESSINGER, Farrell Director of Operations
”It’s my job to make sure each house looks different and fresh and that we’re providing something new to the market… simplicity & sophistication . We don’t want to follow anyone else’s trend. We set our own trends.”
KRISTEN FARRELL, Farrell Design Director
”Farrell has tremendous purchasing power… and the best practices we’ve established over the years enable us to provide a standard of excellence from home to home.”
KYLE
MESSINGER, Farrell Director of Operations
”We have a standard contract that we find understandable by non-attorneys and our customers don’t get a migraine trying to understand it. It’s crystal clear .”
JANE KRANTZ, Farrell In-House Counsel
“Walking into the house…we just fell in love. It exceeded all our expectations of buying a home, a brand new home, and having first-hand contact with the actual builder. The broker/Farrell relationship works perfectly. It was seamless
PETER & CAROL DRAY, Farrell homeowners
“Farrell makes life easy . When you’re building a house in a custom way, you just want to get everything you wanted and you can just let him do his thing. That’s what they do.”
SCOTT & SAMMI SELTZER, Farrell homeowners
“Farrell can best be compared to a Golden Age Hollywood Studio .”
SHELTER MAGAZINE
”Value …simplified process …turn-key … a natural affinity for how the Hamptons homeowner wants to live.”
HAMPTONS COTTAGES & GARDENS
”Our favorite part of the Farrell Building Company (besides them building a great house and being very honorable) is the service … the ability to make a call and get an answer and have something taken care of immediately if not sooner is wonderful. And I’m talking about years after you’re in a house.”
JACK & JODI WASSERMAN, Farrell homeowners
QUOTES: MEDIA
”(When you build a Farrell home) YOU insert your own experience. The man (Joe Farrell) has his hands in every aspect of Farrell Building Company, every day, and he likes nothing more than to get those hands dirty…the enthusiasm is infectious . Custom trims, exclusive hardware, their ongoing quest to bring unique aspects to the market while always imparting the Farrell style. It all derives from their concept of personality, of design making a home not merely a place for living, but a living entity itself.”
DAN’S PAPERS
“It’s their painstaking process along the way that results in not something you can see but something you can feel when you walk into a Farrell kitchen.”
HAMPTONS REAL ESTATE SHOWCASE
”Farrell runs an A+ business . His staff is incredibly responsive, smart, and nice. They are really professional and easy to work with.”
HAMPTONS CURBED
”Reliable... expeditious... experienced... responsive... savvy... energy-conscious... visionary... building at a whole new level .”
REAL ESTATE BROKER
QUOTES: HOMEOWNERS
”We meditate in the morning and just being able to do that with this beauty in front of us is a great way to start the day. We love to cook and entertain, so the farm stands and the fresh food give us so much to work with. When someone comes over, it’s a first class experience. We play music and get goofy and the kids play in the pool. It’s a great time.”
BOB & DAWN MCGUIRE, Farrell homeowners
”Joe is known for getting a house done when he says he’s going to get a house done. He’s very reliable, very dependable, very punctual. He is someone who can deliver a house .”
SCOTT & SAMMI SELTZER, Farrell homeowners
“Joe has built a lot of homes and this is all he does, so you know that it would take a burden off us. Just tell him what we want to do, and he’ll do it. We still walk in and go, wow …this place is gorgeous.”
SCOTT & SAMMI SELTZER, Farrell homeowners
”What’s great about Farrell is that they are always evolving according to what people like and what Farrell loves to build so everything is always changing.”
SCOTT & SAMMI SELTZER, Farrell homeowners
”Living in the city and having a full-time job there, I could not be in the Hamptons all the time to manage the project. Every week I would get an update with photos about what had transpired during that week and what was proposed for the coming week… seamless from start to finish and a very enjoyable experience all along the way (which I know many people are very shocked at). I don’t think I could have had the confidence to build if I didn’t have the right builder”
SHARON HELD, Farrell homeowner
“It was very, very seamless from start to finish and a very enjoyable experience all along the way. I am hoping to do another project soon.”
SHARON HELD, Farrell homeowner
”This is the first time I can say that the process of building a home has been absolutely perfect .”
JEANIE SACKS, Developer & homeowner
THE LOGO
The Farrell logo is the public face of your business and defines how your clients, customers and partners view your business.
LOGO VERSION 1
LOGO VERSION 2
LOGO VERSION 1 REVERSED
LOGO VERSION 2 REVERSED
LOGO VERSION 1 CLEAR SPACE
TYPOGRAPHY
As with our logo, consistent use of Farrell’s corporate typeface — Avenir — reinforces your brand identity. It should be used in all materials to maintain consistency in your messaging and branding.
LOGOTYPE: FARRELL
GARAMOND BOLD
PRINT: PRIMARY TYPEFACE
AVENIR REGULAR
AVENIR BOLD
TYPOGRAPHIC TREATMENT: MASTHEADS
Mastheads
E-Blast
E-Newsletter
Pricelist
BUSINESS CARDS & LETTERHEAD
Business Card Front
Type: Printed
Dimensions: 3” x 2.5”
Weight: 320gsm
Detail: 1 color + 1 foil
Letterhead
Type: Printed
Dimensions: 8.5” x 11”
Weight: 120gsm
Detail: 1 color
TYPOGRAPHIC TREATMENT: LISTINGS
423 PARSONAGE LANE
SAGAPONACK VILLAGE
FULLY FURNISHED
$13,495,000
1.8 acres 6,060 sf
8 bedrooms, 10 bathrooms
2,800 sf lower level
400 bottle wine room
heated gunite pool & spa
sunken tennis court
reserve views
elevator
TYPOGRAPHIC HIERARCHY
HOUSE NUMBER
Avenir regular Size 13 point
Tracking 270
STREET NAME
Avenir regular Size 24 point
All caps
Tracking 50
TOWN
Avenir heavy Size 13 point
All caps
Tracking 270
FULLY FURNISHED
Avenir regular
Size 13 point
Tracking 270
Line spacing 20
PRICE
Avenir regular Size 13 point
Tracking 100
Line spacing 20
DETAILS
Avenir regular
Size 10 point
Tracking 0
Line spacing 13.5
PARSONAGE LANE
SAGAPONACK VILLAGE
FULLY FURNISHED
$13,495,000
1.8 acres 6,060 sf 8 bedrooms, 10 bathrooms 2,800 sf lower level
400 bottle wine room heated gunite pool & spa sunken tennis court reserve views elevator
COLOR
Color is one of the most powerful of elements. It has tremendous expressive qualities. Understanding the uses of color is crucial to effective communication.
PRIMARY COLOR
FARRELL BLUE
PANTONE COATED PMS 2738 C
CMYK
C100 M90 Y8 K0
RGB R6 G3 B141
75% TINT
50% TINT
25% TINT
SECONDARY COLOR
COOL GREY
M30 Y20 K66
R99 G102 B106
75% TINT
50% TINT
25% TINT
DOUBLE PAGE AD : 1 PROPERTY
Residences from: $3,150,000 to $19,995,000
Live The Life
- Residences from $3,150,000 to $19,995,000
FULL PAGE AD: 1 PROPERTY
Residences from: $3,150,000 to $19,995,000
Live The Life
- Residences from $3,150,000 to $19,995,000
DOUBLE PAGE AD: LAUNCH
Peace / Masterpiece
DOUBLE PAGE AD: LAUNCH
DOUBLE PAGE AD: 1 PROPERTY
PERFECT FLOW
” What we love about our Farrell home is the flow especially in the summertime when we have all the children here and the guests and company... the kitchen, the open doors, the pool... all the views... very liveable. ”
JODI & JACK WASSERMAN, Farrell homeowners
DOUBLE PAGE AD : 1 PROPERTY
GENUINE EXPERIENCE
”You really want to have a face-to-face with the people you are dealing with… Farrell is very warm, genuine, honest. ”
CAROL
DRAY, Farrell homeowner
FULL PAGE AD: 1 PROPERTY
PERFECT PROCESS
” The process (of designing and building my own spec home) has been absolutely perfect. Farrell is there when you need them - organized, focused, detailed. The customer service is really outstanding.”
JEANIE SACKS, Farrell homeowner/developer
FULL PAGE AD: 4 PROPERTIES
Listed high to low
- Highland Terrace
- Crescent Avenue
- Parsonage Lane
- Polo Court
LUXURY LISTING GUIDE
Establishing a strong and consistent first impression is very important in reflecting a cohesive brand.
LUXURY LISTING GUIDE FRONT COVER
Brochure Specifications
Size 8” x 10”
Full color
32 page self cover
Front Cover
Lead visual
LUXURY LISTING GUIDE CONTENTS & INTRODUCTION
Contents
Luxury Listing Guide: August 2016
Introduction
Letter with Joe Farrell signature
LUXURY LISTING GUIDE SPREAD 1 PROPERTY
280 Highland Terrace
Bridgehampton $18,495,000
LUXURY LISTING GUIDE SPREAD MANALAPAN
Manalapan
Letter with Joe Farrell signature
LUXURY LISTING GUIDE SPREAD BUILD TO SUIT
Build To Suit
Letter with Joe Farrell signature
LUXURY LISTING GUIDE SPREAD CUSTOM BUILD
Custom Build
Letter with Joe Farrell signature Customer quotes
Back Cover
Grid of interiors, exteriors and aerials
DIGITAL
In this section we will explore how your brand is executed throughout your Website, e-Newsletter, e-Blast, Broker Alerts and animated banner ads
WEBSITE HOME PAGE
OPENER
Lead visual
Final design to come
WEBSITE HOME PAGE
ROTATOR
Featured star properties
Final design to come
WEBSITE HOME PAGE
OPENER
Lead visual
Final design to come
WEBSITE HOME PAGE
ROTATOR
Featured star properties
Final design to come
E-NEWSLETTER: FOUNDATIONS
MASTHEAD
Edition Summer 2016
Letter with Joe Farrell signature
SECTION 1
Market: The Hamptons
E-BLAST: BROKER ALERT
Video
Frame
Frame 2
FARRELL HOMES
TV Ad 2016 vimeo.com/170968554
Brand: Joe Farrell vimeo.com/178334278
Design: Kris Farrell vimeo.com/178334279 VIDEOS: OVERVIEW & VIRTUAL
Polo Court
api.smugmug.com/services/embed/4895854743_ fVJXKfM?width=2081&height=1173
Taste of Two Forks https://vimeo.com/176041242
Polo Court
my.matterport.com/show/?m=NAdrZCAG95s&brand=0 Dollhouse and Floorplans
VIDEOS: HOMEOWNER TESTIMONIALS
COMBO TESTIMONIAL
The Zen of Joe vimeo.com/170969007/8282392041
JACK & JODI WASSERMAN
No Overages vimeo.com/171417582
Custom Done in 7 Months vimeo.com/171416978
Farrell After Purchase Service vimeo.com/171416228/b0d8ebcd20
I Love The Flow vimeo.com/171416010/02c9e99597
BOB & DAWN MCGUIRE
This is Home vimeo.com/171413006/0745684d3b
Grateful to Farrell vimeo.com/170971379/c671db064b
Hamptons Lifestyle vimeo.com/170970882/46eda8dd25
Extended Farrell Family vimeo.com/170970641/e5dfc7f3cd
5 Star experience vimeo.com/170970536/2bd85b9590
SCOTT & SAMMI SELTZER
Love of Home Theatre vimeo.com/171404471/0260cdde2a
Custom Building vimeo.com/170969233/e53c36b550
JEANIE SACKS
A Developer’s Experience vmeo.com/171415826/a439da5e9b
Your Builder Is The Key to Happiness vimeo.com/171415482/a88efcbd8c
Truly Open Houses vimeo.com/171415322/4a1c6d56e0
Outstanding Customer Service vimeo.com/171414745/3fbb4684f0
My Custom House vimeo.com/171413596/a90ab5e03a
Only Farrell Builders vimeo.com/170971236/f6e7aa039b
PETER & CAROL DRAY
This Makes Sense vimeo.com/170975775/b836f07418
A Gift vimeo.com/170969370/fd6ec4fea8
SHARON HELD Service vimeo.com/170970273/35d54f18b2
First Custom Spec House vimeo.com/170969807/6d7ceac261
EVENTS
A Day at the Pool vimeo.com/169597770
