We’re coming off of a successful 2-day photoshoot on Miami Beach for one of our real estate clients, 57 Ocean. As a branding studio, we pride ourselves in curating the full brand experience, from concept to identity to all forms of visual communication. For 57 Ocean we spearheaded a photo and video shoot to support the sales and marketing team with new content that would help tell the brand story and highlight the lifestyle. Photography played a huge role as an extension of their visual identity.
A great photoshoot is more than one person with a camera, it’s a full team effort. Here at helium, we have a variety of photography + video partners we enlist depending on the look and feel we’re trying to achieve. We have a hand in every part of the process: vision, storyboarding, planning, coordinating teams and, of course, being on set to help art direct and manage the process to ensure the concept comes to life.
For 57 Ocean, helium enlisted one of our favorite photography + video teams to execute the sophisticated look and brand narrative.
Here is a sneak peak into our process.
A shot list acts as a playbook for day. Call times, locations, wardrobe needs and photography direction are all parts of a well put together shot list.
The storyboard is a visual guide that is created to lead the direction of a video piece. This is just one of many slides we put together to layout the storyboard for the video portion of this shoot.
Selecting models is a long and thoughtful process. We take into account many factors to ensure the target audience can relate.
Location, location, location. Finding the perfect location [and props] to tell the story is key. How is the lighting? Will weather be an issue? Will models be sweating up a storm? Does it match the vision of the shoot? All of these questions are addressed when scouting locations.
Cameramen, lighting + equipment grips, models, hair + makeup and wardrobe professionals are all part of a successful shoot day. We couldn’t do it without them!
Weaved throughout the entire process is our team; organizing crews, selecting locations and putting together storyboards that will achieve our goal. On the day of the shoot, we’re right there to help bring the story and vision to life.
Well, that’s a wrap!
Be on the lookout for the final photos and video for 57 Ocean on our instagram and facebook pages, as well as on the newly designed site for 57 Ocean by helium creative.
This past weekend the helium team did a tour de central/west Florida. We recently started working on a new lifestyle real estate project and wanted to discover the outdoor world central to the development’s offering. The client is planning multiple locations, each providing a specific branded experience tailored to the outdoor lifestyle of the particular area. 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.
We flew into Tampa bright and early Saturday morning and hit the road toward Tarpon Springs.
A super cute, historic waterfront town dotted with antique shops.
Meandering down the street we came upon the visitor’s center. A few friendly staff members greeted us and eagerly shared the town’s history. We learned Tarpon Springs was the epicenter of the marine sponge industry during the first half of the 20th century and is home to the largest Greek population in the US per capita.
A large Greek population must mean delicious Greek food. We were in luck. Across the street was a quaint Greek restaurant on the water. Perfect timing for a quick lunch.
Our client plans to develop land at the mouth of the Anclote River Park, a low-lying area perfect for paddle boarding, kayaking, fishing and boating. An idyllic locale, with a small town America feel, the perfect destination for adventurous families who love the salt life.
After lunch we headed south to Cortez, another small waterfront town. A historic fishing village about equidistant from Sarasota and St. Pete Beach. We stopped to check out the lunch destination that was on our itinerary that we just couldn’t wait for. A Florida Keys style restaurant full of character with outdoor picnic tables, fishing nets and hand painted signs among other nautical found objects.
The development planned for Cortez sits on the river just around the corner from direct access to the Gulf of Mexico, making for the perfect fishing grounds and ultimate watersport destination.
We spent the evening at an oceanside resort with our toes in the white sands and warm water of St. Pete Beach.
After a delicious breakfast we jumped in the car headed east for a two-hour drive across the Florida countryside. A flat landscape scattered with huge, low-to-the-ground trees with large twisted canopies draped in Spanish moss, citrus groves, cattle ranches, horses and many, many signs for fried-chicken.
We arrived at the edge of Lake Okeechobee, the 7th largest lake in the country, about half the size of Rhode Island. Investigating the proposed lakeside site we recognized its potential for an amazing outdoor waterfront lifestyle, but with a bit more rural influence.
We then headed towards the Quail Creek Plantation, the final stop of our adventure about 30 minutes away. A hunting + sport clay shooting resort where the natural Florida habitat reigns supreme. Quail Creek offers another aspect of the outdoor lifestyle for adventurists. Our contact, Maria, was kind enough to give us a full property tour complete with a buggy ride of the swamp leading to the hunting area. Open fields of tall grass lead to a dense, lush swamp lined with twisted trees hosting ferns and air plants intermingled with saw palms. An ethereal landscape where the everyday is just a faded memory.
Our weekend tour de Florida was truly an education in the variety of lifestyles across the central/western part of the state. An unbelievably diverse place with many options for the modern outdoor adventurist.
We’re excited to develop this brand and can’t wait to share the experience with you!
Be sure to follow @heliumcreative on Instagram for all the details.
We have a serious love for all things print. Don’t get us wrong – digital design is great, but there’s just something about the tactile quality of print. The feel of the substrate, the finish, the depth and tone of color, the variety of print techniques from letterpress to foil and embossing makes us swoon! We are thrilled at the resurgence of print. Scroll through Instagram or Pinterest and a plethora of letterpress and hand lettering images fill the feed – or at least our feed, lol. For many years digital design had taken over, but now our clients want truly special print marketing collateral, from business cards to oversized brochures that differentiate their brand in the marketplace.
In fact, one of our most recent clients, Parmelee Key, contacted us because they were so impressed with the oversized print piece we designed for Bijou Bay Harbor. Of course, it depends on the target demographic, but everyone from millennials to baby boomers appreciate the tactile quality of beautiful print collateral. Print helps to create an immersive, compelling brand experience with 3-dimensional pieces that engage the senses.
We have created some truly beautiful, award-winning print collateral for our clients. A brochure we designed for EDSA printed on environmentally friendly paper incorporated special design treatments including side stitching to bind the brochure, clear foil on the topography lines, white foil on the cover copy, and an embossed logo. The objective was to create an impactful print promotional piece to showcase the company’s values, services, and project portfolio.
The oversized print brochure we created for Bijou Bay Harbor is a sophisticated piece that immerses the viewer in a luxurious paradise escape. A high-end residential real estate lifestyle project where residents indulge in Paradise Found, the brochure promotes a lifestyle that is better on the bay with calm waters at sunrise, paddle boarding to the sandbar, afternoon shopping at Bal Harbour Shops, dinner at The Palms, and relaxing on the rooftop lounge at sunset.
Something as simple as a promotional postcard can be a work of art while communicating the brand experience. The postcard we created for Biota Aquariums does just that. The rich, vibrant colors of marine life paired with the logo and mark speaks to the brand origins, sophistication, and actual product. We chose to highlight this postcard by using a thick, uncoated paper stock to represent the environmentally-friendly purpose behind the company and used neon pink on the edges to hint at the whimsicality of the brand.
A very unique and special project of ours was the wedding save-the-dates and invitations for soon-to-be newlyweds – and helium’s very own – Chris and Ryan. This completely custom and eclectic suite embodies the modern-rustic theme of the wedding: warm and contrasting creams and charcoals with a touch of copper, plus hand-drawn flourishes are a perfect match to the modern typography and tactile cotton paper. The little details and letterpress elements make this print project a studio favorite.
We absolutely believe in the power of expressive print collateral to create a 360 degree brand experience. It’s about the creation of a world people can envision themselves in. The visual and physical quality of print brings a real, almost human element to the brand solidifying the experience.
We’d love to help bring your brand to life! Email your project details to [email protected] so we can discuss working together. Follow us @heliumcreative on IG, Facebook and Twitter for branding, design, and inspiration!
We’ve talked about DIRT’s brand development before, but have now created a complete case study to show how a brand’s identity has a direct impact on its success in the marketplace. Take a read + let us know what you think!
Executive Summary A budding restaurant concept in its infant stages came to us for full brand development with a goal to position themselves as the leading fast-casual, healthy lifestyle restaurant in Miami Beach. The brand would have to deliver a look, feel, and story that visually communicated a transparent, innovative, farm-to-table concept. In the end, we created an impactful brand experience through our signature brand development process – crafting the brand story + strategy, naming the concept, coining the tagline, creating the identity, icons + business cards, designing the marketing materials, as well as the menus, signage + packaging, and consulting on the interior design to ensure the restaurant accurately reflected the brand. The combination of these carefully crafted elements creates a cohesive brand that instills trust and a memorable, engaging experience that stands out in the consumer’s mind resulting in regular visits to enjoy a meal or beverage at DIRT. It essentially becomes the third place for people – Home, Work, DIRT.
About A new, fine food served fast dining experience in Miami Beach, DIRT is where clean eating and great taste co-exist. A farm-to-counter eatery and wellness bar combining fresh, great-tasting food with health, convenience, and simplicity. DIRT isn’t just a restaurant. They are part of a larger global community and, as a smaller local community member, they seek to provide sustenance and reward for farmers and diners alike. Being a fast, casual eatery, DIRT has the potential to become the third place for health-conscious diners, just as Starbucks is for coffee lovers. The go-to breakfast spot before work or during lunch, the place where everyone knows your name.
Challenges DIRT was an unknown, startup company planning to launch in a crowded marketplace in an extremely competitive and expensive location, South Beach.
The founder was planning to use the name La Vita Verde, which didn’t match the concept.
How We Helped After much dialogue and brainstorming we landed on key points, values, and a brand strategy that helped us find the perfect name: DIRT. The tagline, EAT CLEAN, accompanies as a play on the name. We created an impactful brand experience with the identity, marketing collateral, packaging, and consulted with the interior designer to ensure the brand experience was consistent.
We received consistent accolades for an impactful brand experience and a number of design awards for the campaign + logo. Jeff LaTulippe, DIRT’s Co-Founder + General Manager, stated “Although we’ve only been open for six months, our sales are approaching our total first-year projections, and our check average is double what we had thought it would be, in large part due to the strong brand identification that helium expertly developed.”
2015 Silver Communicator Award of Distinction // DIRT Logo
2015 Gold Davey Award // DIRT Packaging
Testimonials Jeff LaTulippe [DIRT’s Co-Founder + General Manager] //
“helium’s work to craft a unique, clean aesthetic for DIRT was outstanding. Virtually every day we receive compliments about some element of our branding, from our juice and shot bottle labels to our takeaway bags to the feature wall displaying our core values.
on the name helium selected for DIRT //
“We chose the name DIRT to be provocative: The intention is to be short and to the point – to get people to eat clean, healthy, unprocessed fresh food, a lot of which is local. We wanted the design of DIRT to reflect that clean theme and also provide some irony. The name is DIRT, but the design is clean, bright and airy.”- as seen in Modern Luxury Magazine
on the interior design //
“One of our big values is transparency, so we wanted a special way to show where our food comes from…we decided to go with this copper wall, so the first thing you see is a map of Florida and the world. Seldom Seamed, [introduced to us by helium creative] a husband and wife in Lake Worth, Nick and Ashley Nardone, created it. Transparency was the reason for starting the business, and it’s right there as soon as you walk in the door.”
2016 South Florida Rising Star Best New Concept Award // http://www.starchefs.com/cook/events/rising-stars/2016/south-florida/jeff-latulippe q- “What’s the concept behind DIRT?”
a- “Fine food, fast. Chef made and driven, high-quality food. Fast casual setting with an emphasis on premium ingredients: local, organic, sustainable. We wanted to create a concept that brings everything together, not just chef-driven, local, etc. We wanted to create something that would have those elements, and that would be approachable from a price and dietary standpoint.”
DiningOut Miami: Eating Dirt Never Tasted So Good // http://dirteatclean.com/dirt-eat-clean-news/0416-eatingdirtnevertastedsogood “At 1,300 square feet and about 40 seats, the space is intimate but bright and airy. Just past the main entrance, there’s a copper wall with an intricate map of Florida showing where DIRT sources much of its local food. “Our values include honesty and transparency,” LaTulippe says. “This helps keep people informed.”
Modern Luxury Magazine article- The Beach: Getting Clean // http://dirteatclean.com/dirt-eat-clean-news/ “The tabletops have sharp edges, and that’s a look that aligns well with our logo – the square around the letters and the tilt of the “I”. A Fort Lauderdale firm called helium creative helped us with our logo and labels and other branding elements.
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 positioning + mission statements and identified key terms to define who DIRT is and why they do what they do unlike anyone else.
Positioning DIRT is a progressive eatery focused on seasonal, local ingredients;
cultivating an approachable, transparent, community-oriented environment
rooted in a fully sustainable cycle of farm to plate then back to dirt.
Mission Statement DIRT’s mission is simple and straightforward: To deliver innovative, delicious, healthy cuisine with excellent hospitality in a clean, uplifting environment that you can enjoy at any time of day.
Keywords These keywords not only are used to describe DIRT, but also build the foundation for their core values. These terms act as the roots for who DIRT is.
Transparent, Authenticity, Sustainability, Gather, Local
Audience Knowing your market is crucial when understanding whom to target. The DIRT customer is anyone and everyone who loves delicious, health-conscious cuisine, coffee, treats, juices or just a cool environment. The customer is the heartbeat of DIRT. People who care, who are excited by life. They are of all ages, races, colors, cultures, shapes and sizes. They are the vegans, the vegetarians, the meat-lovers, the tree huggers. Coffee addicts, juice fiends, beach bums, office dwellers, gym rats. Moms and dads, kids and pets. But most importantly, they are hungry.
Inspiration Having the story + brand statements solidified and audience identified, we scoured the Internet for inspiration images to set the visual tone for the brand. Imagery was woven throughout all advertising, promotional, and brand related material communicating the brand story in a compelling and engaging way. These visual references offer insight into the mood of the company and how the market will perceive the brand.
Mood DIRT’s tone is modern meets rustic: where emphasis on the fluid and organic lines of abstract textures contrast the precise qualities of sharp, sleek counterparts. An essence of comfort and freshness, hearty meals, and the feeling of an innovative community.
Design The DIRT concept was inspired by very minimal design, clean graphics, and strong typography. We wanted to enforce that feeling of transparency, allowing the design to be straight-forward and uncomplicated, simple in its aesthetic, but bold in presence. One that easily stood strong against competitors. Glass, translucent materials, light [white] colors aid in setting an implied feeling of openness and transparency. The vibrancy of fresh greens, plants and open space offer a brightness that will be a natural connection with DIRT from all design points. Black and white became the main graphic colors.
Logo The logo for DIRT was intended to be stripped down, highlighting the modern and fresh approach to the restaurant. The slight angle of the “I” not only breaks up the linear and straight-forward visual properties of the logo, but also serves as a brand identifier. Knowing the logo would be used on juice bottles, signage, over digital platforms, and retail merchandise, we had to not only simplify the mark but also create something bold and memorable.
Icons The DIRT icon set is loose and organic to contrast the linear and stark presence of the logo and materials. They reinforce the natural, handmade, organic feel of the brand while incorporating a bit of whimsy. These icons denote the various dietary and meal types at DIRT and can be used to identify accordingly or as design elements on branded material. They can be used with or without the associated word. The hand-drawn icons have been used on all of the packaging and have been brought to life by Nick and Ashley of Seldom Seamed [who we introduced to DIRT] in the form of copper wire sculptures that hold table numbers.
Materials The overall approach to DIRT’s appearance relies heavily on the textures, paper choices, and emphasis on color that is used in its materials for packaging, marketing collateral, and stationery. Crisp, clear, modern glass ties into the transparency DIRT desires when presenting produce, while usage of environmental + vellum paper brings in a rustic touch. Lighter, refined woods that go against the ‘rustic’ feel are used. A mix of copper, glass, sheer papers, crisp lighting, and organic icons help define the overall brand look and feel of DIRT.
The Results With the foundation created, we were able to carry out all additional brand materials. Cold-pressed juice bottle labels, cold brew labels, coffee bags, menus, cups, stickers, and a slew of other marketing materials have been designed to tie the DIRT brand together. The packaging, signage, imagery and collateral all communicate the brand. When these elements join together the true essence of the brand is expressed.
It was great working with the DIRT team and we’re happy to have created an impactful brand that accurately reflects the founder’s values.
Questions? Comments? We’d love to hear what you think!
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