Parmelee Key

immersive island living in islamorada

Developer Victor Ballestas, Principal of Integra Investments, came to helium creative with his passion project – the development of 10 private, exclusive estate lots in paradise just 1.5 hours from Miami and Key West. Victor needed a way to communicate the rarity of this development and wanted a picturesque + concise branding campaign to convey the exclusivity of this one-of-a-kind real estate project. The helium team eagerly took on the mazing project named Parmelee Key.


Personalized details incorporated into the brand strategy, identity, marketing collateral + website create an elevated, cohesive message setting the Parmelee Key brand apart in the competitive South Florida real estate market.




In crafting the brand strategy for Parmelee Key we proposed an indulgent lifestyle like no other, where refined wilderness reigns. The natural elegance of a tropical oasis – a refined, simple + timeless lifestyle leading to an inspired existence, where primal beauty meets the everyday. This brand story naturally gave way to the tag line “Immersive Island Living,” where the buyer recognizes the value of the natural world and embraces the beauty of the pristine escape that’s away from it all yet within arms’ reach of any possible desire.



For the logo we wanted to create an icon that represented the tropical Islamorada lifestyle so a palm frond seemed fitting. Then we matched the icon with an elegant typeface, such as Butler, to marry all the elements in total perfection. The palm fronds play an important role as design elements, as well as the prominent blues of clear waters to create the ultimate private island experience on Parmelee Key.

main + supporting colors

A palette of contrasting black + whites of brand imagery compliment the bright teals seen in the pristine waters surrounding the island.


We wanted to embrace the old world Florida charm and bring the notion of a place preserved in. After seeing internationally acclaimed landscape architect, Raymond Jungles’, sketches of the ground’s design we knew illustrations were the perfect way to lend a human, nostalgic element to the brand.



Personalized hand drawn sketches overlaid on photographs of crystal blue water, white sand beaches, lush greenery, and lifestyle imagery of people immersed in island living give the exact essence we wanted to convey on the website + oversized brochure. The website is a simple, single page website – but we didn’t skimp on the design. Subtle animations + captivating photography create an immersive digital experience.

a lifetime's worth of pursuits all on one island
[our work]
  • brand
  • identity
  • website
  • print
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