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October 20, 2016
bijou bay harbor brand development // a case study

In previous posts we’ve explored how we conceptualized Bijou Bay Harbor’s identity + website, but now we’re sharing the whole story. A complete case study to show how a well-positioned brand for a luxury real estate project can directly impact the sales effort in a competitive marketplace. Read up + let us know what you think!
Executive Summary
Renowned Colombian real estate developer, Ability by Acierto, enlisted helium creative to develop the full brand experience + marketing campaign for their new boutique condominium residence on the Bay Harbor Islands in Miami, a burgeoning hotspot in the real estate market. The neighborhood and sophistication of where the property lies inspired the initial design aesthetic for Bijou. The island lifestyle and casual elegance of life on the bay drove the essential inspiration and storyline for this luxury property. With 60% of available units sold prior to construction, the island-chic Bijou Bay Harbor brand experience is one that has connected with an affluent real estate buyer in the Miami condominium market.
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About
Bijou Bay Harbor is a nine-story, boutique condo development on the water in Bay Harbor Islands, Miami. A prime location in the middle of one of South Florida’s most in-demand communities and just a 10-minute walk away from the famous Bal Harbour beaches and acclaimed luxury shopping center of the same name. Architects Luis Revuelta and Charles H. Benson, along with interior designer Adriana Hoyos, designed a space that is anything but ordinary. A high-fashion atmosphere with a distinctively low-key island vibe; a true Paradise Found. Complete with a ground level Bay Lounge, immediate access to water, and a Sky Pool + Fire Pit Lounge 100 feet in the air, Bijou can be a serene oasis or luxurious waterfront playground.
Challenges
To differentiate Bijou in the extremely competitive Miami real estate market.
Bijou Bay Harbor is the first South Florida development for Juan Carlos Gonzalez, Colombia’s second largest developer who has built more than 10 million sq ft of commercial + residential projects in Colombia. It was essential to create an impact with his first U.S. development.
How We Helped
We created an immersive island-inspired brand experience including //
Brand Identity
Brand Strategy
Teaser + Full Website Design
Print Sales Collateral
Email-Marketing Campaign
Sales Center Interior Design Consulting
A complete lifestyle story consistently communicated on all platforms – website, email marketing, sales collateral, sales center signage, digital + print advertising – enables prospective buyers to imagine living at the stylish sanctuary. Gold-foiled finishes and linen-inspired textures elevate the brand materials to continue the luxurious brand experience seen in the photography and other printed material.
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The Results
The award-winning brand campaign has created an impact in the marketplace and resonated with buyers and brokers, resulting in 60% of available units sold prior to breaking ground. A unique positioning unlike anything else on the Bay Harbor Islands has established Bijou Bay Harbor as a leader and distinct luxury lifestyle brand.
[tweet “The award-winning brand campaign has made an impact in the luxury real estate marketplace.”]
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Awards Received
2016 Silver Communicator Award of Distinction // Bijou Bay Harbor Brand Development Campaign
2016 Gold Hermes Creative Award // Bijou Bay Harbor Brand Development Campaign
Testimonials
Robert Morales [VP of Operations, Ability by Acierto] //
helium hit the nail on the head from the get go. The Bijou Bay Harbor brand is luxurious, boutique, different yet personalized and unique in the marketplace. We have received extremely positive feedback from the brokers and investors; the consumer loves the story and can easily relate to the imagery helium selected.”
A Detailed Look at Creating the Brand
The Strategy
When developing a brand’s strategy we ask ourselves, what makes the brand unique? How are they going to stand out from the herd, and who are they talking to? We developed a brand story to define who Bijou Bay Harbor is and why they’re unlike anyone else.
Brand Story
Between where the city stops and the shore begins, there is a high-fashion atmosphere with a distinctively low-key island vibe… Bijou Bay Harbor. A tiny enclave surrounded by Biscayne Bay, this island community of 41 residences invites you to discover a neighborhood that is one of the best-kept-secrets in Miami. This rare collection of 1, 2, and 3-bedroom residences and penthouses are moments from the designer luxury of Bal Harbour and the cosmopolitan pursuits of Miami and Fort Lauderdale. And yet, Bijou is an exclusive connection to cosmopolitan city life made even better by a serene waterfront setting and a private island lifestyle. This is the paradise you’ve longed to discover, and one that is changing the meaning of South Florida luxury.
Positioning
Offering a casual elegance for the chic buyer who seeks a waterfront oasis, Bijou Bay Harbor is the leading residence that provides a private island lifestyle within the luxury of Bal Harbour.
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Tagline
Paradise Found.
Voice
Bijou’s voice is whimsical and speaks eloquently about the property and its surrounding amenities. Bijou is about instilling curiosity, excitement, and demand for the chic island-life that this intimate, modern oasis acquires.
The Buyer
The Bijou buyer takes part in an active lifestyle. They are fashion forward, well-traveled, cultured, and seeking a beach vacation residence in Miami. They demand walking-distance accessibility to luxury shopping and fine-dining spots, pristine shorelines, and unlimited access to watersport activities. The promise of this lifestyle + the destination of Bay Harbor Islands, Miami make Bijou a must-buy.
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Mood + Style
Elegance meets casual island living.
The island-living lifestyle, and casual elegance of being on the bay coined the essential inspiration and storyline for this luxury property. This waterfront oasis called for a branded style that entitled just that. Bijou is a concept of casual, island-living with inspiration pulled from tropical greenery, the aquamarine water of the bay, neutral colors of sand + coral, and the shimmering gold Miami is famous for, all accented by a dreamy pastel pink. The result is vibrant, effortless and organic, where imagery of elements in nature meet sleek, modern textures and design.
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Logo + Brand Elements
The logo for Bijou Bay Harbor gives an effortless and simplified sophistication to the leading residence development project based in the islands of Bay Harbor. Details of brushed lettering give the feeling of natural movement and refinement of Bijou’s casual island living.
bij_createbij-logoscreen-shot-2016-10-19-at-6-22-40-pmThe Results
It is a pleasure to work with the sales team behind Bijou Bay Harbor. We’re so proud of the work we’ve completed so far and look forward to all the upcoming marketing campaigns to continue to support the sales effort.
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Questions? Comments? We’d love to hear what you think!
Follow @heliumcreative on IG, FB + Twitter for design, inspiration + brand development.
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