--- title: Skaalen Venaval Unit Packet Design type: knowledge created: '2026-03-25' updated: '2026-03-25' source_docs: - raw/2026-03-25-skaalen-dawn-melissa-connect-132783697.md tags: - skaalen - venaval - branding - print-collateral - senior-living layer: 2 client_source: null industry_context: null transferable: true --- # Skaalen Venaval Unit Packet Design ## Overview The Venaval unit packet is a dedicated print marketing piece for Skaalen's new Venaval condominium units. The packet is intentionally scoped to the new units only — not the broader campus — to support active sales efforts for those specific units. Once units are filled, the packet will be revised to integrate with existing Skaalen marketing materials. **Client:** [[wiki/clients/skaalen/_index|Skaalen]] **Discussed:** [[wiki/meetings/2026-03-25-skaalen-dawn-melissa-connect|2026-03-25 Dawn / Melissa Connect]] --- ## Design Principles ### Audience-First Formatting The packet is designed for mature adults. This drives several concrete decisions: - **Font size:** 12pt minimum throughout — do not reduce for layout convenience - **Line spacing:** Wide-spaced lines on the notes section to accommodate handwriting - **Font consistency:** Raleway used throughout; avoid Calibri or other default substitutions when copying content between documents ### Focused Scope The packet covers only the Venaval units. Location context (e.g., "12 miles from McFarland," "20 miles from Madison") was deliberately removed — prospects are already local and this information adds noise without value. --- ## Layout Specifications ### Photo Pages - Sunroom photos are consolidated onto a single page alongside the guest bedroom and guest bath - One photo per page is the preferred rhythm — avoid crowding - Images are renderings, not photographs; this is acceptable and should be noted internally when setting expectations ### Pricing Page The pricing page includes a dedicated **Notes section** at the bottom: - Header: "Notes" - Content: Wide-spaced ruled lines (implemented as a borderless table with horizontal interior borders only) - Purpose: Gives prospects space to write questions and answers during sales meetings - Rationale: Reduces friction in the sales conversation; prospects arrive prepared and leave with their own notes ### What Was Removed - Location distance references (McFarland, Madison) - Intake/inquiry form pages — not needed while working from existing waitlist and current residents; can be reintroduced later --- ## Content Strategy ### Why a Standalone Packet Skaalen has a substantial waitlist. The current sales effort is focused on converting existing waitlist contacts and current residents into Venaval units. A standalone packet keeps the message tight and avoids distracting prospects with the full campus picture before they've committed to a unit. > "I want to focus on these right now until I get them filled. And then next year, when we have to combine this with our existing, then we're going to have to massage this and make it work." — Dawn Zaemisch ### Future Integration Once Venaval units are filled, this packet will be merged into a broader Skaalen marketing piece. Plan for that revision when the time comes rather than designing for it now. --- ## Production Notes - **File format:** Word document (for client-side editing and printing) - **Print vendor:** Dennis (internal/preferred vendor); no bleeds required for this version — keeping it simple reduces print complexity - **Footers:** Omitted intentionally to reduce trim/bleed concerns - **Approval chain:** Dawn → Chris (final sign-off before printing) --- ## Approval Status As of 2026-03-25, Melissa sent the final Word document to Dawn. Dawn is routing to Chris for final approval before the packet goes to print. --- ## Related - [[wiki/clients/skaalen/_index|Skaalen Client Overview]] - [[wiki/meetings/2026-03-25-skaalen-dawn-melissa-connect|Meeting: Dawn / Melissa Connect 2026-03-25]] - [[wiki/knowledge/marketing/skaalen-community-finder-wizard|Skaalen Community Finder Wizard]] - [[wiki/knowledge/marketing/senior-living-print-collateral|Senior Living Print Collateral Considerations]]