Inside the Tank: Conrad Beach Residence Branding Process
When approaching most things in life there is a methodology and the same goes for the helium creative branding process. In working with a new client the first step is to evaluate their current marketing materials, which includes anything with their name on it. From website, to business cards, brochures, letterhead, envelopes, etc. We brainstorm ideas to enhance the brand experience and identity while ensuring that the core values are visually communicated effectively.
Conrad Beach Residences on Fort Lauderdale Beach is a client we are currently working with to clearly establish them as a purveyor of the simple luxuries in life; an idea that epitomizes the laidback lifestyle embraced by many in the city of Fort Lauderdale. A place where the pace is a bit slower, where people enjoy arriving at their favorite Intracoastal restaurant by boat, welcoming the feeling of the warm, wet, salty air caressing their skin. Mornings spent walking on the beach and lingering over coffee. This is Fort Lauderdale; where the simple moments are indulged rather than overlooked.
Fort Lauderdale is a city very different than it’s close neighbor and competitor for the real estate dollar – Miami. The hustle and bustle of Miami is for those who love the nightlife, to mix with the who’s who, to speed across Biscayne Bay in a cigarette boat; a faster, more vibrant, in your face kind of life. It was necessary to create a distinct identity for the Conrad Beach Residences so that consumer’s who value that type of lifestyle and property would naturally be attracted to it and want to invest in a beach residence.
Our understanding of Fort Lauderdale and the Conrad brand brought us to the simple luxuries concept. We approach the design and creation of this brand experience in a way that is authentic and speaks volumes. It’s in the research, the playfulness, the collaboration, the encouragement of the team members to contribute their ideas and express themselves as creators, and most importantly the dedication to a higher standard.