Too many working families are forced to live in drug-ridden, dangerous areas — neighborhoods without decent places for kids to play. It’s no way to have to live, but people without much money have very few choices. And little hope.
Our long-time client Community Dynamics had a vision for an affordable community: a real neighborhood. One where you could walk. Where cars were something you put away for the weekend. Where you would know your neighbor, and your neighbor’s neighbor.
With the help of the City of Oxnard, they built that vision. They narrowed the streets and designed facades that were dominated by friendly front porches instead of garage doors. Then they asked us to help them tell a 95% Hispanic market about it.
We named the community El Paseo for the sociable evening walks that form the heartbeat of life in Mediterranean and South American cultures. We created a family-friendly, colorful identity. And we followed it through with a complete, consistent program of signage, sales office graphics and advertising that made our audience feel very much at home.
The result: At about 24 homes per month, El Paseo became one of the fastest-selling affordable communities in the nation, And working families have a friendly, beautiful neighborhood in which to raise their kids.