wiki/knowledge/branding/skaalen-venaval-unit-packet.md · 546 words · 2026-03-25
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: [1]
Discussed: [2]
Design Principles
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.