Tributary
Helping Tributary, Idaho’s premier private club community, reach new members by inviting them to get away.
Strategy | Branding & Design | Digital development | Content Production
Tributary is a private residential community located in Driggs, Idaho—the heart of America’s most celebrated outdoor recreation destination. Seeking to establish itself as the ultimate basecamp for year-round outdoor recreation, Tributary approached New Thought to help develop a brand identity and media strategy inspired by Teton Valley, Idaho. Leaning into the property’s one-of-a-kind setting rich in rivers, wildlife, and charming mountain town culture, New Thought built a brand that speaks to the sensibility of adventure.
01
A Destination Brand About More Than Place; but Your Place Within It
The development of Tributary’s brand identity began with a comprehensive overhaul of the club’s written language. New Thought developed a market-focused brand statement and tagline designed to illustrate the inspired lifestyle afforded by Tributary’s many recreational amenities. The project included the development of accompanying brand textures, icons, and a library of lifestyle photographs. Together, these elements establish a rich multi-layered brand canvas from which to tell the Tributary story.
02
Photographing a Basecamp for the Human Spirit
Tributary’s story is one of immersion in place. To capture and promote the spirit of this special community, New Thought produced a library of beautiful lifestyle images. These images profiled each of Tributary’s unique amenities and were made available for editorial partnerships throughout the United States. In addition, New Thought produced a series of short-format video vignettes designed to promote the rich culture and community of Driggs, Idaho.
03
Advertising That Appeals to our Better Nature
Telling Tributary’s story was about capturing the spirit of life in the greater Teton Valley Idaho area. This sentiment was particularly valuable during the COVID-19 pandemic of 2020. Rather than promoting real estate sales specifically, New Thought designed large format advertisements that featured inspirational calls-to-action and compelling recreational imagery. The ads ran in national publications and ultimately drove an influx of direct leads to Tributary’s real estate sales team.
04
Influencers, Advocates, and Social Media Escapism
Tributary’s social media channels provided an opportunity for the brand to bring audiences into the club experience. The campaign featured high production value lifestyle photography, video profiles, LIVE broadcasts, and user-generated content submissions. New Thought developed organic and paid social media strategies that provided a sense of approachability to this exclusive club community.
05
Luxury Amenities, Even More Luxurious Brand Materials
Tributary offers its members a unique luxury lifestyle experience. The club’s acute attention to every detail inspired New Thought’s approach to the design of Tributary’s operational collateral. Employing high end print techniques such as foil-stamping, letterpress, and embossing, New Thought developed a suite of operational and promotional print collateral that complemented the club’s high standard of quality.