2026 STARS AWARDS | AWARD-WINNING COMMUNITY BROCHURE
THE POPPY & THE STERLING DESIGNER LOOKBOOKS
Two architecturally distinct North Ridge residences presented through one thoughtfully designed editorial framework.
2026 STARS AWARDS | AWARD-WINNING COMMUNITY BROCHURE
Two architecturally distinct North Ridge residences presented through one thoughtfully designed editorial framework.
The Poppy and The Sterling designer lookbooks were created for two distinctive infill residences within North Ridge, one of Raleigh’s most established communities.
Each home offered its own architectural perspective, material palette, and design story. The lookbooks were developed to help buyers experience those differences while understanding the hundreds of decisions that contributed to each completed residence.
Rather than relying on a conventional feature list, the publications combine architectural storytelling, detailed photography, room-by-room design information, and product-level specifications within a refined editorial format.
Each lookbook guides the reader through the home in a natural progression, moving from exterior details and shared living spaces to private spaces. Narrative spreads introduce the character and purpose of significant spaces. Detailed room presentations identify materials, finishes, fixtures, hardware, lighting, and other visible selections.
This structure allows readers to experience each home in different ways. Someone may move through the lookbook from beginning to end as a design story or navigate directly to a particular room, material, or product. With more than 50 pages per residence, the lookbooks provide both the emotional context and practical information needed to understand each home more fully.
The materials within a home rarely exist in isolation. Flooring, cabinetry, lighting, plumbing fixtures, hardware, paint colors, and architectural details work together to establish how a room looks and feels.
The designer lookbooks document those relationships through discreet visual markers and structured legends. Visible selections are identified by manufacturer, product, color, or finish whenever that information is available.
Interactive links connect readers to additional product information, transforming each lookbook from visual inspiration into a practical design resource.
The Poppy balances traditional architectural character with a fresh, modern sensibility. Arched openings, warm wood, tailored millwork, natural materials, and thoughtfully selected brass accents contribute to a home that feels welcoming, refined, and deeply considered.
The Sterling offers a contemporary interpretation of warmth through architectural form, layered texture, natural light, and a restrained material palette. Each space demonstrates how modern design can feel comfortable, personal, and quietly confident.
The Poppy and The Sterling are now private residences. Their designer lookbooks are presented as records of the homes’ original architecture, materials, and design stories.
The Poppy and The Sterling lookbooks were designed to maintain their structure, clarity, and visual character across print, interactive PDF, and digital flipbook formats.
In digital versions, linked navigation helps readers move between the table of contents, individual rooms, and referenced products. Print-ready versions preserve the same design information for a more tactile reading experience.
This flexibility allows each lookbook to function as a marketing piece, design record, and lasting reference for the home.
Together, The Poppy and The Sterling designer lookbooks were recognized as one comprehensive community brochure system.
The work received:
2026 NCHBA STARS Award, Best Brochure for a Community
2026 MAME Award, Best Brochure for a Community
While the category names differ, both awards recognize the same comprehensive logo system.
For our team, the recognition affirms the value of building a brand as a connected, adaptable experience rather than treating a logo as an isolated design.
A new home is shaped by more than its square footage and specifications. Its architecture, materials, craftsmanship, and smaller design decisions all contribute to how the completed space feels.
The Real Estate Studio New Homes' marketing team, The New Homes Studio, creates marketing experiences that help buyers understand those connections while giving builders and developers a more thoughtful way to present the homes and communities they bring to life.