As a disruptive brand, RT Urban Homes needed an advertising approach that matched its unique personality and challenged the suburban status quo. For the high-circulation Parade of Homes guidebook, we employed a bold strategy: we replaced the standard exterior or interior home photography with a full-page ad featuring a large pink pineapple, a symbol of hospitality. Paired with the brand’s logo “tag” and “Welcome Home” headline, this visual was designed to be eye-catching and immediately signal that RT Urban was different from other home builders.
This unconventional execution resulted in incredible brand recall and recognition. The pink pineapple, initially used as a key visual for the guidebook, quickly became a consistent brand symbol. We leveraged this unique imagery across social media channels and in the promotion of model events to reinforce the brand’s trend-forward, welcoming personality and cement its position in the market.
