RIVERHOUSE BRAND PLATFORM

One Augusta St. Greenville, SC Suite #304 29601 864.271.8672 hillmullikin.com RIVERHOUSE BRAND PLATFORM
THE RIVERHOUSE BRAND PLATFORM

The power of the RiverHouse brand is found in its expression, both verbally and visually.
The weight of the brand lies in the consistency of the message. To this end, the
RiverHouse Brand Platform is the blueprint for your brand, and a guidebook for your
sales team. Every piece of marketing, every facet of communication should reflect this
brand platform. This document is to serve as sacred mantra. Preached from every
mountaintop. Sung from every hymnbook. Discussed over coffee. Recited effortlessly by
every sales professional. You created RiverHouse. You had a vision. Now you have a clear
and unified voice.

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TABLE OF CONTENTS

RiverHouse Storyline 5

RiverHouse Naming 9

RiverHouse Value Proposition 13

RiverHouse Brand Essence 25

RiverHouse Competitive Positioning 27

RiverHouse Visual Vocabulary 29

RiverHouse Architecture 47

RiverHouse Logo 51

RiverHouse Logo Usage 53

RiverHouse Color Palette 55

RiverHouse Fonts 57

Looking Forward 59

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RIVERHOUSE STORYLINE

The Storyline paints a lyrical picture of what a day in the life at RiverHouse is all about.
In doing so, the Storyline answers the questions, “what makes RiverHouse unique? What
makes life so special here?” The Storyline will ultimately become a platform for telling
the RiverHouse story in an accurate and consistent manner.

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COME HOME TO RIVERHOUSE

There is a place where it’s you. Your boat. And the water. A place where thousands
of stories flow. Currents rich with stories of red drum and flounder off a protected
coastline. Stories of getting to know your dad, or maybe your granddad in the silence
of the early morning. Stories of kings and pirates and lowcountry lore. Stories of
romance and laughter. Stories of growing older—and growing up.

As you leave the river, the rich sounds of the gracious port city bay give way to the
simple sound of the dark water lapping at your bow. The channel narrows. Columns
of waterborne cypress mark your way. The seagrass waves gently welcoming you back.
Whether you’ve had good luck or none at all, you relish slowly twisting through Turkey
Creek. Without fail, you’ll find yourself admiring the sky and the shore, searching for an
osprey or a blue heron. The quiet lapping of water gives way to the familiar sounds of
home. The camaraderie of family and friends already gathered at the River Kitchen. On
this day, you catch the aroma of roasted oysters and gently prod the throttle forward.

Your dock is in view now. As quickly as you can, you tie off your boat and begin to
walk briskly. You figure if you can leave your gear on your porch without going inside,
you’ve got a shot at the first helping. A flickering campfire reveals a cooler full of drinks.
You catch familiar faces gathering for good food and great company. Kids are tossing a
football, teenagers are flirting and you hear your neighbors debating the best shops and
restaurants in historic Georgetown. They see you now, and come en masse to greet you.

These are your friends. Your family. Your people. Like you, they feel an intimate connection
with Georgetown. With the land. With the water. And at the moment, they’re enthralled
with the life they’ve discovered. Like you, they’ve come home. To RiverHouse.

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RIVERHOUSE NAMING

“RiverHouse” has long been synonymous with easy living by the water. The name
speaks to the waterfront nature of the community and celebrates the confluence of
five rivers in Georgetown. “RiverHouse” also captures one of the finest aspects of
Lowcountry life—days spent with friends and family gathered at a house on a river,
perhaps for early morning fishing or hunting trips. While the name may be nostalgic
for local residents, it inspires everyone to immerse themselves in the Lowcountry,
and create traditions that will last for generations.

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11
 VALUE

RIVERHOUSE VALUE PROPOSITION

The Value Proposition should succinctly answer the fundamental question, “Why should
I buy here?” We have identified five key differentiators that collectively define the Value
Proposition for RiverHouse.

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VALUE

RIVERHOUSE VALUE PROPOSITION

1. Georgetown. There Is No Other Port City Quite Like It.

Venerable Georgetown, SC provides the rich setting for RiverHouse. As South Carolina’s
third oldest city, Georgetown is a one-of-a-kind seaport infused with history and charm.
From Front Street to the oak-lined avenues, from the Black, Sampit, Waccamaw and Pee
Dee Rivers to Winyah Bay, Georgetown provides a historic and natural setting. The tourists
are here of course, but their numbers are measured. They blend more naturally, more
comfortably into the landscape.

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THE WATER
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RIVERHOUSE VALUE PROPOSITION

2. The Water. Water Flows In Many Forms. And It All Flows To Georgetown.
Life revolves around the tides in Georgetown. Fishing is a part of the community DNA.
The rivers, Winyah Bay and the wide Atlantic create a remarkable coastal setting. Waterways
literally connect communities and create thoroughfares people travel for utility as well
as leisure. RiverHouse is certainly no exception. This land and this place beckon all who
love the water. Turkey Creek provides scenic access to the property, and a grand gateway
from the property to the water that opens a new, natural and vast world to residents.

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RIVERHOUSE VALUE PROPOSITION

3. Adventure and Activity. Adventure Begins Where Your Porch Ends.

To borrow a phrase from the development team, RiverHouse is the cure for “outdoor
deficit disorder” for both the young and the young at heart. Each day welcomes a new
adventure. Interior lakes become the high seas for imaginary pirates. An island becomes
the perfect spot for a family picnic. Walking trails provide exercise, escape and the
perfect opportunity to reconnect with friends. And some of the best boating, fishing
and hunting on the East Coast lay in wait on the banks and just beyond the docks. As
wonderful and well-crafted as the lovely Lowcountry homes are, the outdoors will often
take center stage for fun and festivities.

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RIVERHOUSE VALUE PROPOSITION

4. Lowcountry Living. A Way of Life Not Only Preserved, But Cherished.

This is the genuine Lowcountry. Not the ostentatious, country club Lowcountry. Not the
“are-you-from-North-or-South-of-Broad” kind of place. But the real Lowcountry, an area
defined by the good-natured folks who live here. Down-to-earth people connected to the
tidelands and to one another. Where neighbors are more than head nods, and family is
everything. From the beginning, life at RiverHouse is easy going and well-worn, and it will
remain that way.

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RIVERHOUSE VALUE PROPOSITION

5. Authenticity. RiverHouse Is Rare, Not Replicated.

RiverHouse is not inspired by another place. It is not patterned after any other community.
It does not aspire to be anything other than itself. RiverHouse is an original – a true
Lowcountry community defined not only by the distinctive waterfront, but by the genuine
nature of the people who choose to become part of it. These residents are becoming
part of something rare indeed. With historically preserved plantations to the north and
large tracts of conservation land to the south, another opportunity for affordable
waterfront living in Georgetown may not come along again for quite some time.

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RIVERHOUSE BRAND ESSENCE

At its most basic, the Brand Essence defines RiverHouse. The Brand Essence extols key
brand attributes, and should be found in every level of marketing and sales communication.

GENUINE - Authentic, Casual, Comfortable, Unpretentious

LOWCOUNTRY - People, Traditions, Marsh, Water, Nature, Tides
EXPERIENCES - Adventure, Activity, Community, Kinship

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 Inclusive RH HT MA CG Exclusive
Isolated HT RH MA CG Convenient
Artificial Charm HT CG MA RH Authentic Character
Concept Driven HT MA CG RH Detail Oriented
Common Amenities RH MA HT CG Unique Amenities
High Density CG HT MA RH Low Density
Private Access CG HT MA RH Community Access
Water Access Homes CG HT MA RH Deepwater Dock Homes
Primary Residence RH HT MA CG Secondary Residence
Local Buyer RH MA HT CG National Buyer
Front Porch HT RH MA CG Back Yard
Opportunities RH MA CG HT Challenges
Rec Boating RH MA HT CG Sportfishing
Questionable HT MA CG RH Credible
Speculator CG MA HT RH Resident
Value RH MA HT CG Premium

RH = RiverHouse HT = Harmony Township MA = Mariners Walk CG = Craven’s Grant

RIVERHOUSE COMPETITIVE POSITIONING

The Competitive Positioning for RiverHouse takes into account several attributes that
people consider when buying waterfront real estate in Georgetown. Specifically, it
contrasts the characteristics of RiverHouse with three local competitors: Harmony
Township, Mariner’s Walk and Craven’s Grant. A quick glance reveals how RiverHouse
matches up with its closest competitors in everything from accessibility to value.

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RIVERHOUSE VISUAL VOCABULARY

The following descriptors best describe the key characteristics of RiverHouse. It sounds
simple, but consistent language enables sales staff, marketers and virtually everyone at
every consumer touchpoint to speak with one voice. Specifically, we have broken down
the RiverHouse Visual Vocabulary as it pertains to Core Values, Sense of Community,
Community Character, Natural Landscape, Amenities, Location, Developer Credibility and
Community Activity.

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VISUAL VOCABULARY: CORE VALUES

Active Living Generational Ties Soulful

Adventuresome Spirit Genuine Lowcountry Tried and True

Appreciation for Nature Inclusive Unassuming

Affordable Waterfront Independent Spirit Unpretentious

Authentic Appeal Nature-Focused Water, Water, Water

Discriminating Tastes Outdoors Inclined Welcoming

Engaging Beauty Tastefully Crafted

Family Oriented Traditional

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VISUAL VOCABULARY: SENSE OF COMMUNITY
All About The Lowcountry Getting Outside! Walking

Children Playing Historical Significance Sense of Place

Comfortable Feeling Hospitable Slower Pace

Friendly Gatherings Kinship Small Town Feel

Front Porch Living Life On The Dock Southern Hospitality

Gathering Places Neighborly Concern Togethering

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VISUAL VOCABULARY: COMMUNITY CHARACTER
Abundant Wildlife Four Seasons of Activity Scenic Lakes

Calming Gallery Porches Serene Setting

Charming Streetscape Great Outdoors Timeless Elegance

Classic Design Outdoorsman’s Paradise Town and Country

Colorful Scenery Peaceful Haven Undiscovered

Conveniently Isolated Private Oasis Warm and Wistful

Effortless Enjoyment Refined Rustic

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VISUAL VOCABULARY: NATURAL LANDSCAPE
Ambient Sounds Rolling Topography Serene

Atlantic Ocean Access Mother Nature Tranquil

Boaters’ Dream Open Spaces Untamed

Breadth, Depth of Creek Peace and Quiet Waterfront

Cypress Trees and Revolves Around Tides Water Access

Hardwoods Scenic Marsh Welcoming
Estuaries Sea Grass

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VISUAL VOCABULARY: PROPOSED AMENITIES
Barbecue and Picnic Areas Community Gazebo Outdoor Fire Pit

Bicycle Trails Community Lakes Pool House

Children’s Practice Crabbing and Fishing Dock Private Boat and

Field/Play Area Gated Security Kayak Ramp

Clubhouse Horseshoe Pits River Kitchen

Common Area Boat Storage Indoor/Outdoor Fireplace Swimming Pool

Community and Private Landscaped Trails Tennis Court

Docks Wildlife Placards
Natural Gas Lanterns

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VISUAL VOCABULARY: LOCATION
Charming Harborwalk Historic Downtown Riverfront Plantations

Convenient Airport Historic Front Street Specialty Shops

Estuaries Intracoastal Waterway Five Rivers

Fine Dining Lowcountry/Antebellum Traditional Southern Town

Fresh Seafood Architecture Unspoiled Beaches

Golfer’s Paradise National Forest

Gulf Stream Fishing Port City Culture

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VISUAL VOCABULARY: DEVELOPER CREDIBILITY
Conservation-Minded Generational Living Socially Conscious

Conservative Approach Lasting Legacy Welcoming Natives/

Dedicated to Preservation Local Ties Non-Natives Alike

Distinguished Reputations Love for the Lowcountry Within Reach

Environmentally Aware Rooted in Family

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VISUAL VOCABULARY: COMMUNITY ACTIVITY
Bird-watching Daydreaming Neighborhood Walks

Camping Trips Discovering the Outdoors Oyster Roasts/

Canoeing/Kayaking Gathering with Neighbors Lowcountry Boils

Card Games Hunting Trips Riverboat Cruises

Catching Fireflies Sailing Sport Fishing

Connecting with Family Napping on Hammocks Swimming Pool Games

Crabbing/Fishing Nature Cruises Sunrises/Sunsets

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RIVERHOUSE ARCHITECTURE

The homes could easily have been here for generations, standing proud sentry over the
creek, counting each tide. Architecture at RiverHouse fits in the Lowcountry as much as
the oaks, the pines and the cypress. Standing seam metal roofs. Board and batten siding.
And in every direction, gallery porches. Fine porches that offer respite from summer
afternoons, serve to welcome guests, and urge residents out to join the community and
offer a friendly greeting to all who pass by. Front porch living will be a hallmark of
RiverHouse architecture.

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 RIVERHOUSE RIVERHOUSE

RIVERHOUSE RIVERHOUSE

discovering togethering

RIVERHOUSE RIVERHOUSE

RIVERHOUSE RIVERHOUSE
sharing connecting

ICONS

daydreaming bonding relaxing guiding catching boating

flying picking casting walking teaching playing

RIVERHOUSE LOGO

The Riverhouse identity system employs not one logo mark but several. Wistful,
dreamlike silhouettes that capture moments in time between and among the
generations who will enjoy life at RiverHouse. Although the young boy and dog serve
as the primary mark, there are others. The mere variety creates a vivid mosaic of all
that awaits families at RiverHouse.

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 RIVERHOUSE RIVERHOUSE
RIVERHOUSE R

RIVERHOUSE RIVERHOUSE
RIVERHOUSE RIVERHOUSE
RIVERHOUSE R

RIVERHOUSE RIVERHOUSE RIVERHOUSE

RIVERHOUSERIVERHOUSE
RIVERHOUSE RIVERHOUSE
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RIVERHOUSE LOGO USAGE

The RiverHouse silhouettes are always set against a two-tone color, reversed color or
white background, never a photograph. This simple pattern will help keep the system of
logos consistent. And consistently striking.

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PMS 647 PMS 645
C 70 C 45
M 50 M 25
Y 20 Y 05
K 05 K 00

PMS 458 PMS 459

C 06 C 06
M 18 M 18
Y 60 Y 55
K 25 K 10

PMS 577 PMS 578

C 50 C 35
M 10 M 10
Y 75 Y 52
K 30 K 10

PMS 465 PMS 466

C 20 C 05
M 35 M 15
Y 50 Y 30
K 15 K 10

PMS 722 PMS 721

C 09 C 08
M 49 M 40
Y 91 Y 80
K 21 K 10
RIVERHOUSE COLOR PALETTE

The RiverHouse identity is best exemplified with the color pallet. Rich, vibrant colors that
command attention while remaining reserved. The primary color is blue. Representative
of water, this shade of blue is calming and bright at once. Complementary colors include
fresh, natural green, weathered tan, burnt umber reminiscent of sunsets and a golden
yellow not unlike the marsh grass so prevalent at RiverHouse.

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RIVERHOUSE
Caecilia LT STD 75 Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890

at home on the water

Dear Sarah

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890

HEADLINE FONT
Garamond

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890

Body Copy Font

Franklin Gothic Book

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890
RIVERHOUSE FONTS

The RiverHouse fonts reflect the simple, relaxed and casual lifestyle of the community.
The headline font conveys a feeling of timelessness, while the body copy font is both
clean and fresh. All fonts have been chosen for their clarity and strength.

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LOOKING FORWARD

In closing, this is just the beginning. From this point forward, every piece of marketing
and every facet of communication should reflect the unified voice and visual expression
established here. But equally important to the consistency of this message is the
understanding that this text, although sacred, is not carved in stone. Instead, it’s a living
text, a story that will be changed and elaborated upon to fit the many families who will
come home to RiverHouse.

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This document is the culmination of extensive research and competive
analysis. It is meant for INTERNAL USE ONLY. Images are not licensed, are
not shot on the property and may have been pulled from competitors’ Web
sites. It is not a real estate offering and all information is subject to change
without notice. It is not to be duplicated without expressed permission.