Case Study: Imaginative solutions for creative brands

Neutral Ground | New Orleans, Louisiana


Neutral Ground Digital Woodshop is a New Orleans-based startup that combines the artistry of some of the nation’s top illustrators with cutting-edge digital fabrication tools. While the shop provides a variety of digitally engraved products, Neutral Ground’s CEO Vince Vumbaco’s true genius lies in his decision to develop the brand’s Woodlands series, which gives gamers and fantasy fandoms gorgeous maps of imaginary places.


Vince wanted product descriptions that would make it easier for fandoms to find his creations, but he didn’t want to settle for dull, SEO-belabored content. He wanted the descriptions of his innovative products to be equally inventive. He was also concerned about the cost of professional copywriting services, and investing in a full marketing team wasn’t yet in the shop’s budget.

“Autumn, you da best!”

Vince Vumbaco | CEO, Neutral Group Digital Woodshop | New Orleans, Louisiana


Rather than relying on traditional product description boilerplate, I decided to take an approach that was ideal for this particular product: miniature travel guides for each map’s fandom. In the case of the smaller maps, which showcased specific locales within each fandom, I imagined characters listing their castles and woodland shanties on a home-sharing site like AirBnB. This approach allowed Vince and I to tell a story that would use fandom keywords in a natural, conversational way while surprising and delighting the brand’s target audience. It also made Neutral Ground’s website a true destination for the brand’s loyal fans.


About this listing

You could stay at Lon Lon Ranch or the Happy Hearth Inn as you travel through Hyrule. Or you could live like a local in one of the realm’s most unique places to stay. This charming tree house in Kokiri Forest is centrally located to most of Hyrule’s popular destinations, making it convenient for weary wanderers.

Link, the owner of the house, is rarely home as his business takes him away regularly. However, you’ll find everything you need to make yourself comfortable, including a cow that produces the sweetest Lon Lon Milk this side of Hyrule Field.

The Space

  • Accommodates: 1
  • Bathrooms: 0
  • Bed type: Single
  • Beds: 1
  • Property Type: Tree House
  • Room type: Entire home/apt

House Rules

Guests are welcome to use any Potions and Magic Powders on the shelves, but please be courteous and clean up any smashed pots. The Treasure Chest is strictly off limits.

Instant Book Your Order for Link’s House Now!

Link’s House is a collaboration with Minneapolis native Alex Griendling, Hero of Graphic Design.

This mini map is etched on maple ply hand-selected from the Kokiri Forest. It measures 7″ wide by 5″ tall.