Blog : Art Direction

A Meetings Destination Rebrand

A Meetings Destination Rebrand

BACKGROUND
On the heels of the brand development for Discover Coronado, the Explorer campaign was created to intrigue meeting planners and attract group business to Coronado Island.

KEY STRATEGIC CONCEPT
Our concept was to create a challenge with both our messaging and visual perspective. In an industry that has seen and heard most everything related to meetings, our mission was to capitalize on the uniqueness of Coronado being an island and played on the element of exploration – also taking the meeting scenario out of a conference room.

SOLUTION
We shot all of the custom photography to put the reader in the viewpoint perspective. Readers are in a moment of discovery while looking out on the horizon as if they were themselves kayaking, boating, biking, etc. on Coronado. The campaign successfully goes beyond an imagine yourself here message and puts the reader in charge of navigating their experience.

Restoring Branding Balance in KOI

Restoring Branding Balance in KOI

BACKGROUND
Recently, we worked with KOI on expanding their brand assets. To stay true to the heath and wellness branding to date, we infused existing brand element into new designs.

KEY STRATEGIC CONCEPT
An abstract lotus flower was part of initial branding assets we inherited, and we have worked to bring parts of that element into a lot of projects for KOI, and were influenced by its color palette. We’ve expanded the graphics with KOI and introduced more color into our palette.

SOLUTION
We have successfully created a series of branding elements that range from very organic, to modern text applications and infused color into the advertising and retail spaces within the brick and mortar location.

Gates SOBE – Expanding the Branding

Gates SOBE – Expanding the Branding

BACKGROUND
The Gates Hotel brand has proven that it can expand to different markets by making slight tweaks to the universal look, for local customization. As The Gates Hotel South Beach, Miami launches, the designs we created take on modifications inspired by the Miami art scene.

KEY STRATEGIC CONCEPT
From a recent visit to The Wynwood Walls in Miami, our inspiration for brand expansion was obvious. With such a vibrant art scene in the streets unifying entire neighborhoods, we wanted to expand the existing Gates Hotel Brand to reflect its place in the Miami landscape and feel relevant to the neighborhood it serves.

SOLUTION
Drawing inspiration from the streets around us we found the spray paint effect to be relevant, reflects the artistic and street art scene of Miami, and keeps the essential brand DNA intact. Plus, as the initial artists who created The Gates Hotel brand, it was fun to “tag” our own art! The incorporation of the bright pink, enlivens The Gates look and keeps the brand elements on target with an approach that is very street-meets-beach and reflects the authentic Miami culture.

Designing a new brand, right next door

Designing a new brand, right next door

BACKGROUND
As Highgate Hotels continues to launch boutique hotels, our agency continues to partner in stride to create unique hospitality brands. Recently, the hotel next door to The Gates became part of the signature Keys Collection, and needed our expertise to create a standalone brand for the hotel.

KEY STRATEGIC CONCEPT
The concept of location both next door to The Gates and proximity to neighboring Cuba, was at the core of our location-based concept. Development of the name 24 North directly reflects the latitude of Key West’s nautical location and created an opportunity to illustrate the close connection that Key West has shared with Cuba. Through research at the local Key West library we found boxes of archived print collateral from the 1930’s through the late 50’s that provided a glamorous look at travel to Cuba. It was the cruise lines, fancy cars, promise of mojito’s and the jet-set life that helped shape our creative approach to creating the 24 North brand.

SOLUTION
We crafted the 24 North brand to reflect a vintage travel effect reminiscent of a bygone era. We designed maps and travel inspired documents based on found maps and authentic official seals, and created materials that infused the glamor of once was with a modern execution.

Creating a Boutique Hospitality Brand

Creating a Boutique Hospitality Brand

BACKGROUND
We recently partnered with a hospitality group to create Key West’s first boutique hotel retrofit of a budget hotel located among a cluster of economy chain hotels on the North end of Key West.

KEY STRATEGIC CONCEPT
Our concept was to design a brand that married the elevated standards for a boutique hotel with a local vibe that that felt like the right fit for Key West. We concepted the brand designs to promote the hotel’s unique positioning by partnering with local artists, rum purveyors and specialty vendors to create a one of a kind experience.

SOLUTION
We designed the entire brand to feel authentic to Key West and provide guests elements of discovery. By becoming experts on the island culture, prohibition, and the artistic nature of locals and partners, we were able to created synergy between the  hotel specific branding and equally represent the partner brands and vendors on-property so the entire experience is unified and cohesive.

Brand Design & Food Truck Graphics

Brand Design & Food Truck Graphics

BACKGROUND
The Blind Pig is a permanent food truck onsite at the Gates Hotel – featuring a small plates concept that encourages guests to order several items to share. As part of The Gates Hotel project, we needed to create a brand for the F&B component of the hotel.

KEY STRATEGIC CONCEPT
The Blind Pig name and branding was created from our research into prohibition. Using the attitude of the 1920’s and the gang mentality we shaped the brand into a slightly irreverent personality.

SOLUTION
We concepted the brand story and created the visuals to closely tie to prohibition by infusing the cheeky attitude of the era. The political slogans and menu items are adaptations of 1920’s slang making the brand unique, informative and clever. The brand personality matches the fearless attitude and innovation of Chef Dave and the creativity behind the Blind Pig.

Designing a Prohibition Themed Bar

Designing a Prohibition Themed Bar

BACKGROUND
Rum Row is the central bar and lounge area poolside at The Gates Hotel. The bar features a local rum partnership and Rodriguez cigar lounge. As part of The Gates project, we needed to create the brand for bar and lounge.

KEY STRATEGIC CONCEPT
Our key concept when creating Rum Row was to create an iconic brand independent of Duval Street that would become a destination for guests and locals. Our objective was to create an authentic name and identity that was true to prohibition but with a contemporary feel.

SOLUTION
We created the brand featuring a name right out of history books. By including prohibition facts on the bar coasters and drink menus guests become involved and inquisitive about the rum trade.

Brand Design to Launch New Products

Brand Design to Launch New Products

BACKGROUND
One of our most innovative and creative clients is Next Proteins. Always inventing and reinventing protein products, the founder regularly engages our creative minds to tackle packaging projects.

KEY STRATEGIC CONCEPT
Our key concept for XAPP was to illustrate that this new product is sparkling and effervescent and features protein. By designing a friendly and healthy-feeling brand, we positioned the product to support an entire lifestyle.

SOLUTION
We designed the brand to appear energetic, colorful and healthy looking. The shelf appeal illustrates that the product is good for you and tastes great. The fruit appears to be moving up the can by force of the bubbles, reinforcing the energetic and sparkling benefit of the product.

Revising a Brand with New Assets

Revising a Brand with New Assets

BACKGROUND
Dynamic Signal is a social site and app that promotes employee advocacy to ignite brand awareness, employee engagement, and revenue. To re-energize the brand we partnered with The B Complex in San Francisco to assign dynamic designs to the branding concepts they created.

KEY STRATEGIC CONCEPT
We created an employee-centric, youth-culture-oriented brand design to re-energize the brand and allow the company to adapt the new designs across the board.

SOLUTION
We designed the specific turquoise color palette based on the theory that turquoise balances and recharges the emotions and inspires good communication skills and self-expression. Further, by creating the color overlay on the imagery the turquoise is not only creating a brand statement, but infusing each employee of Dynamic Signal with the “good communication” that the application promotes.

Branding an Iconic Concert Venue

Branding an Iconic Concert Venue

BACKGROUND
We recently partnered with a local real estate developer to launch Music Box, a premier concert venue in a key location that was ready for new ownership, a new brand position, and a new design concept.

KEY STRATEGIC CONCEPT
Our objective was to create a truly iconic brand, and the logo design was the place to start. By creating a mark that includes elements of an equalizer and represents the organ pipe installation located inside the bar the brand reflects a genuine sense of place.

SOLUTION
We branded everything with the Music Box logo and created a website that links concert goers with up-to-the-moment band and ticketing information.