In an innovative approach to defining luxury Green living for Green Homes at The Greenbrier in West Virginia, Formo created an elegant, folio-style brochure balanced by a passionate, in-depth microsite. Black-and-white botanic photographs printed on rich, heavy-stock recycled paper with soy inks echoed the message of Green Homes at The Greenbrier–that living Green doesn’t mean you have to sacrifice luxury.

“Formo didn’t set out to just hype Green homes,” explains Robert Rippee, Formo Managing Partner. “Instead, we created a fact-based, honest dialogue between the developer and the customer. Thus, the marketing materials had to be consistent with the idea of sustainability, as well as form and function.”

The beautifully printed pieces excited prospects with the lofty, emotional ideals of Green luxury living, while the equally beautiful microsite backed up the experience with detailed video clips of the development team providing more finely-tuned information.

“We had the opportunity to interview the developers and hear straight from the horse’s mouth that they are doing this for the right reasons–not just ‘greenwashing’–but really doing it right,” says Formo Partner Adam Boozer. “It was very inspiring to interview them.”

The Green Homes project’s carefully crafted design and cohesive experience has earned Formo award recognition in the industry, as well as exuberant client praise for its impact on prospects.