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.
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.
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 //
Eager to explore, discover, and engage, especially where water is concerned
Not over-developed, maintaining the original nature/features of each site
Family-focused and also ageless
Experiences that delight, educate, and inspire
Experiences with others, travel companions to create lasting memories
Ensuring experiences with nature for generations to come, while respecting the natural beauty of each location
Easy carefree pace, not fussy, stuffy, or opulent
Access to special extras, exclusives, offers, and more
Built with modern conveniences, technologies, and preferences in mind
And, lastly, a Tagline //
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