reACT’s target market is represented by a young Nanticoke Indian couple starting a family in Denver, CO. Inspiration was found in a well defined market whose members are deeply tied to nature, whose values are ecologically grounded, and whose culture reveres Mother Earth. Team Maryland hopes all American’s will ultimately embrace these values, however, we are conscious that currently there is no well-defined cultural, political or ethnic group that is actively seeking sustainability and regeneration as we discovered Native Americans to be.
By promoting balance in the natural world with modern scientific innovations and design reACT developed a unique identity that presented a solution for a more sustainable living model. With this balance in mind, reACT promotes a lifestyle which reevaluates what is considered waste while recapturing energy and resources. The modular design allows for change according to the occupants needs. A uniquely reACTive ‘DNA’ makes it possible to customize the home to meet those needs.
Much like a turtle, reACT learns from its environment, constantly adapting the regenerative systems to optimize energy use, comfort, and efficiency. In these ways, reACT is a solution, a living organism - not a static object, immune to change. As such, Team Maryland communications strategies bring reACT to life, in order to eliminate any disconnect between design intent and public perception.