We utilized a variety of repurposed elements to maintain a familiar visual language while still being careful to craft a direction that would feel like a fresh experience for users. Imagery was catered into two categories — one focused on showing the community experiencing and exploring in nature together and, secondly, textural closeups of the natural environment throughout the property. In addition, we incorporated subtle touches such as a spinning “new inventory” badge which contributed to the page’s playful style and helped emphasize the primary campaign message.