Case Study: Building a Brand From the Ground Up
How Brandscape Creative Developed a Scalable Identity for Park Lake Development
Impact
April 17, 2025
Client Overview: A New Venture with Big Vision
When David Gritton left his role at a regional development company to launch his own venture, Park Lake Development (PLD), he brought deep industry experience—but no brand identity. What he needed was a strong foundation: a name, a voice, and a presence that reflected his values and ambitions. Brandscape Creative stepped in to bring that vision to life—building a complete brand from scratch.
The Challenge: A Blank Slate
David was starting without a name, logo, digital presence, or collateral. The mission was clear: create a brand that could convey professionalism, confidence, and longevity, despite being a brand-new player in the market.
The Process: Strategy-Driven Brand Development
Through a series of collaborative strategy sessions, Brandscape worked with David to define short- and long-term goals, refine target audiences, and clarify service offerings. Extensive competitor research helped position Park Lake Development in a way that was both differentiated and sustainable.
Naming & Concept
The name Park Lake Development was inspired by the natural surroundings of the company’s office location—specifically a nearby body of water, Park Lake in Orlando, Florida. The words “Park” and “Lake” represent land and water, reflecting the full scope of development services and the natural beauty of Florida’s landscape. The name is short, memorable, and allows for future growth across services and markets. Its acronym, PLD, also offered visual versatility for a clean, modern brand mark.
Visual Identity
The color palette of calming blues, and greys strikes a balance between professional and approachable. According to color theory, blues evoke trust and reliability; the bright blue add a sense of creativity and energy; greys contribute to a timeless, grounded tone. The overall aesthetic is masculine yet inviting—classic but modern. Fonts are simple and bold, with high-contrast applications, clean lines, and angular design elements like topographic maps and elevation-inspired patterns to echo PLD’s development focus.
Brand Guidelines
Brandscape delivered a comprehensive brand guide including:
- Primary, stacked, and secondary logos
- HEX, RGB, CMYK, and Pantone color specifications
- Usage hierarchy and layering strategies
- Typography styles and tone-of-voice guidance
- Brand personality filters: what PLD is vs. what it is not
- Social media icons, overlays, and design elements
- Real-life brand applications and examples
Digital Presence: Making a Quiet Company Loud
Brandscape created and launched Facebook, LinkedIn, and Instagram profiles for PLD, building out profile imagery, bios, and descriptions optimized for target audiences. Social media management continues today, with a minimum of two posts per week across platforms. Educational content, industry insights, and local updates have proven most successful, particularly on LinkedIn, where David’s own professional profile is also actively managed to showcase his knowledge, experience, and community involvement.
On the web, a WordPress-hosted site was developed featuring a professional homepage, service pages, team bios, and a contact hub. A monthly blog adds fresh, SEO-optimized content and strengthens PLD’s thought leadership position.
Offline Presence: Print & Wearable Branding
Park Lake Development’s brand lives offline as well. Branded collateral includes:
- One-pager summaries
- Multi-page service packets
- PDF team bios
- Business cards
- Branded polos for community-facing visibility
Each asset reflects the visual identity established in the brand guide, reinforcing trust and recognition wherever the brand shows up.
Content Strategy: Leading with Value
PLD’s strongest-performing content revolves around expertise and education. From zoning updates to land development tips, the goal has always been to inform, not just promote. Blog posts and carousels dive into trends and policies, while social graphics highlight services, values, and team accomplishments. All content is crafted to resonate with landowners, brokers, investors, and local partners.
Results: From Unknown to Unmissable
In just one year:
- 780+ LinkedIn followers: Organically grown in just one year—demonstrating strong brand resonance in a niche market without paid promotion.
- 127+ social posts: Consistent, high-quality content output averaging over 2 posts per week, reinforcing brand visibility and industry relevance.
- 8+ published blog articles: Strategic, SEO-driven content designed to educate, build trust, and support long-term discoverability and thought leadership.
- Consistent community engagement: Regular interactions and responses from key stakeholders indicate that the brand is being seen, heard, and respected.
- High-quality leads from campaign-focused posts: Targeted messaging directly generated qualified inquiries, proving that the branding and content strategy is converting interest into opportunity.
“Working with Brandscape Creative has been a game-changer for Park Lake Development. They manage our social media, deliver high-quality branded content, and provide on-demand design support that keeps our brand looking sharp and engaging. Since partnering with them, I’ve consistently received positive feedback from local market contacts, and the focused posts, like our recent Site Selection campaign, have generated quality leads that are helping us grow.”
Conclusion: Instant Credibility, Long-Term Growth
What started as a blank canvas became a fully realized brand that exudes stability, experience, and community-driven growth. PLD now appears as a long-standing player in the development space, trusted to handle complex projects with clarity and professionalism.
Impact Statement
Brandscape Creative crafted a brand identity for a new development services company that feels instantly established, trusted, and recognized. Despite its newer status, Park Lake Development now presents as a seasoned player—visibly active, professionally polished, and confidently positioned to handle high-stakes projects in the commercial real estate market.
