The Ocean Resort Residences
The Ocean Resort Residences at Conrad Fort Lauderdale Beach is a new, premier luxury beachfront resort residence in our own backyard. helium was brought on the project from the beginning to name the waterfront resort, develop the overall brand, establish their identity, create all sales collateral, print campaigns, main website, landing pages, architectural and interior renderings, and supporting campaign material. We worked closely with the sales team, developer and PR agency to develop this landmark property on Fort Lauderdale Beach.
We gathered with the sales team, development team and ownership to find the unique positioning and opportunities of this hotel-residence. We focused on its' proximity to the beach as well as the sophisticated amenities that come with being a Conrad managed property. A Michael Graves design, the architecture of the building was modeled after a luxury yacht which also shaped our direction. The persona of a refined, nautically inspired, George Clooney type character developed, shaping the next phase of branding. Shortly thereafter we began the naming process and found the answer staring us square in the face. Own the most valuable asset of this property: The Ocean.
A selection of images and inspiration that we used to drive the visual essence of the brand.
Our driving inspiration was the idea of 'Nautically Inspired'. With a building that so closely resembled a luxury ship and the name The Ocean, we dove head first into a refined aquatic color palette. Accented by a sans serif and serif font, the foundation of The Ocean identity began to form. Keywords like intelligent, architected, sleek and luxury, along with a well crafted brand story shaped the direction. We capitalized on Fort Lauderdale being known as The Venice of America, using Riva Yachts as a heavy inspiration for design. We developed a logo that is refined, but strong in it's simplicity - complimenting the existing Conrad brand which had to be incorporated into the design.
main + supporting colors
A deep, vibrant marine is grounded by heavy tones of a cool, charcoal grey. These colors are woven throughout photography, collateral and design.
Two contrasting fonts were selected to showcase the modern, intelligent story and classic refinement of The Ocean.
Metallic finishes, fine lines and moody, cinematic photography set the tone for complimentary elements to the brand story.
The rollout of The Ocean materials unveiled a full sales launch. We created a robust website with an interactive floorplan section, supporting landing pages, a 40 page sales brochure, cold-foil stationery package, renderings, advertising campaigns, promotional material, exterior and interior signage, as well as many more sales + branding items.