The Highlands at Carters Creek — Hardware Lane Studio

01 · The brief

Three lots sold. No name on the gate.

Two phases on Thompson’s Station Road West. Phase 1 was twenty-four acres cut into three eight-acre lots — all three sold, the last one direct before it ever reached the market, at a 2.3× per-acre exit.

Phase 2 is the high ground: thirty-six acres divided into a 20-acre and a 15.65-acre estate parcel, each perc’d for a five-to-six bedroom primary residence plus a one-to-two bedroom accessory dwelling, both offered as land with no builder requirement.

What it had was a builder-template website, a stock heading and a typo’d contact address. What it did not have was a name anyone could put on a sign.

Phase 124 acres, three 8-acre lots, all sold Phase 236 acres — 20.00 ac and 15.65 ac, listed EntitlementEach parcel perc’d for a primary residence plus an accessory dwelling TermsSold as land, no builder requirement ClientThe Highlands at Carters Creek Sitethehighlandstn.com

Valley pasture at The Highlands, looking west

Phase 2 · the valley pasture, looking west

02 · Name & brand

The Survey. A letter cut by the land.

Three complete routes, drawn properly, not variations: Land Grant, an engraved oval vignette of the ridges with the creek cut through the near ground; The Survey, a solid H crossed by ridge contours; The Oak, a lone hardwood on the high ground in a hairline roundel.

Primary lockup · ink on stone

Lot stake 18 × 24

The Survey won, then earned three more studies of the letter itself — Contour, Parcel, Plaque — before the original held. The mark is a solid H with three ridge contours cut clean through it, held inside a surveyor’s corner ticks: the crop marks on a plat drawing. The cuts run off both outer edges, so the land crosses the letter instead of sitting inside it.

Ink on stone, with one moss accent per surface, and nothing else.

DisplayBodoni Moda 600 caps at 75/1000 SupportJost 400 at 300–360/1000 FiguresJost 500 Clear spaceOne H stem width PaletteInk, stone, slate, moss, sage FaviconBare H, corner ticks dropped below 24 px

03 · The record

The page argues with its own history.

Phase 2’s two parcels sit at the top of the availability table; directly beneath them are Phase 1’s three sales, with their dates and the one that went direct.

A buyer looking at $3,000,000 for twenty acres can see what eight acres made here in 2025, and how quickly. Nothing is held back for a phone call — the sold record is published on the same page as the ask, because the sold record is the argument for the ask.

Every figure on the page is a recorded sale or a live list price. There are no projections and no renderings: this is land, sold as land, photographed as it stands.

PublishedAvailability priced over the sold history Phase 1 exit2.3× per acre Offered$3,000,000 · 20.00 ac and $2,250,000 · 15.65 ac BasisRecorded sales and live list prices only

The pond and the lower fields · developer’s own photography

04 · The website

thehighlandstn.com, live the same day.

The aerial hero, the land, the developer’s drone film, availability over the sold record, a six-photo gallery, location, and an enquiry form that routes straight to the developer.

thehighlandstn.com

The Highlands~~Two estate parcels · 15.65 and 20 acres · offered as land~~

thehighlandstn.com

Live 8 September 2026

Visit the site ↗

Bodoni over Jost on a stone ground, the mark in the header as a single inline symbol, the phone number in the nav. The wordmark is live webfont text, not outlines, so the page stays small and the type stays sharp at any size.

The old builder-platform page came down and the domain moved that afternoon — DNS repointed, certificate issued, www redirecting to the apex. The enquiry form posts to the developer directly.

05 · The kit

Everything that goes in the ground, and on the page.

Specified once, in a nine-section standards document — mark anatomy, clear space, minimum sizes, colour with print values, type, signage, digital, misuse — so the next person to touch it cannot get it wrong.

Identity

Five lockups

Primary, horizontal, compact, wordmark and icon — each in ink and reversed.

Digital

Favicon and avatars

The bare H without corner ticks below 24 px, where the ticks turn to noise.

Signage

Monument sign, 96 × 48

At the road frontage, with the phone number.

Signage

Entry sign, 48 × 24

At the drive — same system, half the scale.

Signage

Lot stakes, per parcel

Acreage and price on the stake: 20.00 ac at $3,000,000, 15.65 ac at $2,250,000.

Standards

Nine sections

Anatomy, clear space, minimum sizes, colour, type, signage, digital, misuse.

Identity · Brand standards · Signage & lot stakes · Website · Domain migration

06 · The numbers

Recorded sales and live list prices.

Six figures, no projections. Phase 1 exited at 2.3× per acre; Phase 2 is on the market under its own name, on its own site, with its own signs in the ground.

$1,125,000

Lot 1 · 8 ac · sold Feb 2025

$1,200,000

Lot 2 · 8 ac · sold Aug 2025

$1,150,000

Lot 3 · 8 ac · sold direct

$3,000,000

Phase 2 · 20 ac · listed

$2,250,000

Phase 2 · 15.65 ac · listed

2.3×

Phase 1 exit, per acre

thehighlandstn.com · Thompson's Station, Tennessee

Your project

Sixteen taps, then a call.

Tell us about the land and the look you have in mind. Luke calls within two working days with a read-back and a package recommendation.

Start a project See the three packages

Plat$10,000 · 3–12 lots · about three weeks Launch$15,000 · 6–40 lots · four to five weeks Sellout$25,000 · raw tract or 20+ lots · six to eight weeks À la carteAny piece on its own