We recently started working on a new lifestyle real estate project
nestled under the larger Guy Harvey brand. For us outdoor lovers, the
world-renowned conservation advocate, marine scientist and acclaimed
marine artist, Dr. Guy Harvey, is pretty much a legend.
The project known as the Guy Harvey Outpost Club & Resort
Collection explores outdoor living from a unique luxury perspective
through a collection of five-star RV resorts that will include top-notch
RV lots + full clubhouse amenities + resort cottages. What a cool
concept!
Before we tackled the brand development, we wanted to educate and
immerse ourselves in the outdoor adventure/conservation world to get our
creative juices flowing so we took a little field trip of our own
state, Florida.
The main takeaway from our weekend Florida tour was realizing that the
Guy Harvey Outpost Club & Resort Collection was deeply inspired by
adventure, conservation, and a love for the outdoors. Back at the
studio, we started putting together a moodboard with touches of classic
Americana with brand colors of red, white, and blue. The moodboard was
also sprinkled with a nod to the great outdoors as Guy Harvey plays an
integral part of infusing a rugged, environmentally rich style.
Next up was doing some brand research to define who the buyer is, the
brand’s voice, and it’s position in the industry. Doing this research
not only helps the client grasp the concept behind their new brand, it
also serves as a guiding light for us brand developers + designers when
we move on conceptualizing the tagline, logo, and brand assets.
We started with creating the Positioning Statement //
For the adventure spirited luxury buyer, The Guy Harvey Outpost Club & Resort Collection is a statement for contemporary conservation driven by excitement in and around the water, enriching experiences with marine wildlife, and connection to the remarkable nature that surrounds our coasts. Owning here means preserving a precious piece of coastal life to be enjoyed by future generations, as nature intended, while still enjoying the privileges of a modern resort escape complete with amazing restaurants, personalized service, and a casually elegant atmosphere that all ages can enjoy.
For the adventure spirited luxury buyer, The Guy Harvey Outpost Club & Resort Collection is a statement for contemporary conservation driven by excitement in and around the water, enriching experiences with marine wildlife, and connection to the remarkable nature that surrounds our coasts. Owning here means preserving a precious piece of coastal life to be enjoyed by future generations, as nature intended, while still enjoying the privileges of a modern resort escape complete with amazing restaurants, personalized service, and a casually elegant atmosphere that all ages can enjoy.
And the Mission Statement //
To be recognized worldwide as the premier resort ownership experience for all-ages offering outdoor adventure, relaxation inspired by nature and dedication to conservation of waters and lands.
To be recognized worldwide as the premier resort ownership experience for all-ages offering outdoor adventure, relaxation inspired by nature and dedication to conservation of waters and lands.
A contemporary, casual, coastal resort community of owners and
travelers that are engaged and excited by experiencing marine life,
sharing it with others, and protecting it for generations to come.
We defined the brand Keywords //
Adventurous
Eager to explore, discover, and engage, especially where water is concerned
True-to-Nature
Not over-developed, maintaining the original nature/features of each site
All-Ages
Family-focused and also ageless
Enriching
Experiences that delight, educate, and inspire
Shared
Experiences with others, travel companions to create lasting memories
Stewardship
Ensuring experiences with nature for generations to come, while respecting the natural beauty of each location
Relaxed
Easy carefree pace, not fussy, stuffy, or opulent
Preferred/Privileged
Access to special extras, exclusives, offers, and more
Contemporary
Built with modern conveniences, technologies, and preferences in mind
Adventurous
Eager to explore, discover, and engage, especially where water is concerned
True-to-Nature
Not over-developed, maintaining the original nature/features of each site
All-Ages
Family-focused and also ageless
Enriching
Experiences that delight, educate, and inspire
Shared
Experiences with others, travel companions to create lasting memories
Stewardship
Ensuring experiences with nature for generations to come, while respecting the natural beauty of each location
Relaxed
Easy carefree pace, not fussy, stuffy, or opulent
Preferred/Privileged
Access to special extras, exclusives, offers, and more
Contemporary
Built with modern conveniences, technologies, and preferences in mind
And, lastly, a Tagline //
Own the adventure. Conserve the future.
Own the adventure. Conserve the future.
With a moodboard in place, we set off to create the identity. The
winning logo uses a stacked layout to communicate all the important
components of the brand in a clean way: the Guy Harvey logo, the
established “Outpost” brand, and the new “Club & Resort Collection”
offering.
For the brand colors, we were inspired by the great outdoors, both on
water and land. A refined selection of red, white, and blue work in
concert with the supporting color palette, which draws inspiration from
the environment. Earth tones reflect land, while muted cool tones
represent marine life. There is a clear balance of deep cool and warm
tones..
We also incorporated a pattern into the brand elements – a topographic design with much movement and shape. It speaks to the adventure and environmental aspect of the brand. In addition, the red and blue divider line from the logo can be used to accent, call attention to, or divide sections, headlines and/or pull quotes.
Following the creation of the brand identity, stationery, and brand
guidelines, we developed a teaser campaign including foldout brochure,
ad + website.
For these two key real estate teaser campaign items, helium
creative not only handled the design, we also wrote the copy,
coordinating the printing, and developed the website. This was such a
unique project and we just love how it came out. Check out the live
teaser website at http://outpostclubtarponsprings.com
0 comments: