A look at how we helped transform an unknown piece of woodland in upstate New York into a compelling residential brand.

1. STUDIO SANDERSON | HUDSON WOODS 1
Hudson Woods
Inspiring a relationship
between people and a place
STUDIO SANDERSON

2. STUDIO SANDERSON | HUDSON WOODS 2
Lang Architecture had a bold ambition to
create a new type of housing development at
the foot of the Catskills named Hudson Woods.
Intended as vacation properties, the homes
at their most modest would have three
bedrooms, two bathrooms and a garage;
each would be built to order.
With ambitious growth plans Lang asked
Studio Sanderson to advise the team on
how they should create and build a brand to
capitalise upon the perceived strengths of
the property and market it to the growing
number of urban expats coming into the
area from New York city.
Ambition
A New Kind Of
Housing Development

3. 3
Challenges
Convert a remote
woodland into a model
for 21st Century,
sustainable living.
1 Identify the unique Story
NYC buyers are inundated with new
real estate. What is the true, authentic
and appealing narrative?
2 Design the Experience
Beyond renders, floorplans and site
specifics what is the emotionally
engaging and memorable experience?
3 Create Attention
What are the critical applications,
people and places to get the story
out there and attract attention?
THE HUDSON WOODS SITE IN 2013. A VIEW OF THE CATSKILLS AFTER
INITIAL WOODLAND CLEARING.

4. 4
Getting the Story right
What do New yorkers
Really want?
New places to discover new things.
Authentic, meaningful experiences
to create lasting memories
Places to relax, unwind and reconnect.
Smart design with practical living.
Solutions where design & nature meet.
A lifestyle to be inspired by not sold to.
A place that stands for something.

5. A relevant, clearly articulated and
authentic Hudson Woods narrative
would unify, strengthen and guide
the development of all stakeholder
touchpoints.
A brand execution in sync with 21st
century business, culture and lifestyle
of Hudson Woods target customers.
PRODUCT
EXPERIENCEIDENTITY
SPONSORS
& PARTNERS
BUYING
EXPERIENCE
BRAND
STORY
THOUGHT
LEADERSHIP
MARKETING,
EVENTS & PR
STUDIO SANDERSON
Our Approach
A unifying story that
drives all initiatives
5

6. 6
The eco-friendly homes feature materials
and craftsmanship from the area.
Residents and visitors can connect directly
with their passions, like local sport, craft
or just relaxing on the deck.
No matter where you are in the area,
you’re surrounded by 360 degrees of
nature, including sprawling meadows and
towering trees. As a place, as a service,
as a community, as a home, Hudson Woods
delivers a vibrant, authentic experience
that really is from the source.
The Story
From the Source
A way of…designing,
promising, acting,
involving people
keeping fresh,
communicating

7. 7
Bringing the Story
to life through a
distinct and coherent
visual expression
Taking a systematic approach to branding
—the logo, colors and typography came
together to give a distinctive and coherent
look whilst also ensuring clarity and
purposeful sales tools.
A SERIES OF WORKSHOPS WERE LED TO DISCOVER THE RIGHT TONE AND
LOOK AND FEEL FOR EVERYTHING FROM SALES MATERIALS TO THE PROPERTY
SIGNAGE AND WAYFINDING.
THE 'h' EMBLEM WAS A SUBTLE NOD TO THE LOCAL ARTISANS CRAFT OF OBJECTS FROM NATURAL MATERIALS.

8. STUDIO SANDERSON | HUDSON WOODS 8

9. STUDIO SANDERSON | HUDSON WOODS 9

10. 10
More than just a development.
The Hudson Woods brand delivered
authentic and memorable people,
products and experiences.
A series of events was key to building
energy and momentum around the
brand. The model home became a
showcase for local craftsman as well
as promoting the lifestyle for buyers.
All became shareable moments via
the website blog and social media.
For People, to
connect with
and Share.
THE LAUNCH OF THE MODEL HOME AUGUST 2014. POTENTIAL BUYERS, ARTISANS AND LOCAL FOOD PURVEYORS.

11. 11

12. STUDIO SANDERSON | HUDSON WOODS 12

13. Makers
26Number of curated local
artisans, and manufacturing
collaborators.
Upgrades/Lot
5-7Average number of upgrades
per lot– Pool House,
Furniture, Third bedroom
Tesla, West Elm, BMW,
Audi, Local Boutiques.
Sponsorships
6
Events
12
Blog updates about
the property and
local area.
Instagram
followers
Social Media
72
7K
Homes
Press
50
+
60
NY Times, WSJ, Ny Observer,
Ny Post, Archiectural Digest,
Monocle Magazine, Uncrate,
Curbed, Inhabit.....
Percentage of properties sold
within the first year of launch
For Commercial
Success and
real impact

14. STUDIO SANDERSON | HUDSON WOODS 14
“ HUDSON WOODS CREATED A
SCENARIO THAT APPEALS TO
BUSY NEW YORKERS WHILST
ALSO GIVING GREAT OPTIONS
THAT ENCOURAGED DREAMING. ”
– Hudson Woods Buyer

15. STUDIO SANDERSON | HUDSON WOODS 15
“ Stunningly designed and competitively
priced, by new york standards ”
“New Yorkers looking for fresh air and a
home beyond the city limits will be intrigued
by this housing development”
“ Sanderson has helped Mr. Lang translate
the development’s amenities into
a compelling saleable narrative.”
“West of the Hudson River, Ulster County
is re-emerging as a desirable vacation destination
for New Yorkers.”
“ Lang’s vision has proven
a great success.”
“Living in NYC is great. Being isolated from
nature isn't. Get the best of both worlds with
a cabin in Hudson Woods. ”

16. 16
“ SANDERSON HAS HELPED
MR. LANG TRANSLATE THE
DEVELOPMENT’S AMENITIES
INTO A COMPELLING SALEABLE
NARRATIVE ” – New York Observer

17. STUDIO SANDERSON | HUDSON WOODS 17
“ WE HAVE SUCCEEDED IN CREATING
A NEW DESIGN-DRIVEN DEVELOPMENT
MODEL WITH BRAND AT THE HEART OF IT ”
– Drew Lang, Hudson Woods Founder

18. 18
Places people want to spend
time in stand for something.
What does your place stand for?
Get in touch
Studio Sanderson
31 W26 Street New York, NY 10010
info@studiosanderson.com +1 646 491 3924