It’s great to have clients you enjoy and projects you’re excited about – it’s even better when those projects take you to Key West, Fl. Last week, we spent 3 days in Key West; meeting with a current client & kicking off a discovery session with a new one. We spent the weekend hearing about the future of their companies as well as new and exciting projects that are on the horizon. I’ll give you a hint: cuban coffee & a boutique hotel.
Inspiration for the new branding projects comes from everything – color, texture, experiences, culture and time spent immersed in the environment. We spent our time hearing the stories behind the projects, exploring remote islands, drinking tons of coffee, smoking cigars & taking lots and lots of photos.
Enjoy a first hand look of our time in Key West and get a feel for the places that drive and inspire us everyday!
Thanks for hanging out with us – to see more travels, follow us on instagram or facebook and tag us @heliumcreative!
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 // Adventurous Eager to explore, discover, and engage, especially where water is concerned True-to-Nature Not over-developed, maintaining the original nature/features of each site All-Ages Family-focused and also ageless Enriching Experiences that delight, educate, and inspire Shared Experiences with others, travel companions to create lasting memories Stewardship Ensuring experiences with nature for generations to come, while respecting the natural beauty of each location Relaxed Easy carefree pace, not fussy, stuffy, or opulent Preferred/Privileged Access to special extras, exclusives, offers, and more Contemporary 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
It’s official! The new + improved website for helium inspires is live.
A new twist on a good thing, the new site showcases our non-profit in a brand new, awesome looking light.
In 2014, helium creative’s President + Creative Director, Christopher, founded helium inspires as his way of inspiring kids through creative exploration and discovery. Three years later, helium inspires has grown to be a non-profit with one very important mission – to inspire creativity by allowing kids to do what they do best – be kids.
Through donations + volunteer work, helium inspires bring the arts to schools and organizations who otherwise may not have the means or budget to facilitate creative projects. In simple terms, we show up with tons of crayons, construction paper, paint + more to put a bunch of smiles on a bunch of faces knowing that art can transform a child’s life for the best.
Ryan, our Art Director, took the lead at the website redesign by first defining + writing the organization’s new messaging. With that all set, he broke up our core message with event pictures. For more than 1 year now, we’ve been partnering with Croissant Park Elementary bringing art projects to classrooms of all grade levels. Through all these projects we’ve accumulated a great amount of heart-warming and smile-inducing pictures. We put them all to work on this new site putting the kids front and center. After all, this all about the kids!
We thought Ryan was done, but he felt something was missing. This is why it’s SO important to step back from your design and give it some breathing room. Ryan had that light bulb moment and realized the 1 thing missing from the website design was – the art! He put paint splatter to paper, scanned + digitized it, and added it as the background to all the areas that used to be white. The result is SO cool!
We also re-launched the helium inspires coin project. Make inspiration contagious by nominating somebody to receive a coin/token of inspiration. Once they log the coin into the website you can watch how the coin hops all over spreading inspiration like wildfire.
Now, go check the site out! And once you’re there, sign up to volunteer, nominate a school, donate or participate in the inspired coin project.
Follow our helium inspires adventures on Facebook!
P.S. We just HAVE to share this sweet letter from one of the students at Croissant Park Elementary. Not only did it melt our hearts, it serves as a testament to how important it is to inspire creativity in our future generations.
In July 2016 we were referred to the development team at VistaBlue Singer Island, a boutique luxury real estate project right on the water and already under construction, to tackle their branding needs. The task at hand was to take their existing marketing collateral and elevate them to match the caliber of their location minutes away from Palm Beach, Florida.
In evaluating the existing VistaBlue brand [website, sales gallery signage, renderings, stationery, brochure + logo] we decided a full overhaul was needed to truly communicate the uniqueness of the project and all it has to offer.
We started by having our Brand Discovery Session with the developer, PR team + sales team to get a list of needs, including renderings and an 8’x3′ scale model so we could get those into production while we started re-working the logo.
By using a stylized serif logo, we gave the logo a more sophisticated look and brought it all to life by pairing a deep navy blue with a cool teal to play homage to the sunny days and balmy nights future residents will spend on this beach property.
We also recommended moving forward with a teaser campaign to get the new image out into the world in a short timeframe, which gives us and the sales team time to develop the full campaign with all the bells + whistles. That’s not to say the teaser campaign isn’t breathtaking on its own.
For starters, we created a pattern that can’t be missed – giving the brand a unique identifier. By mixing two patterns [a watercolor and leaves] we created a new pattern that we applied to the VistaBlue business cards, teaser brochure, teaser website, eblasts + other branded collateral. We’ll definitely take this watercolor pattern and flow it into the full campaign [stay tuned for that reveal].
Using thick, uncoated paper stock with a cotton-like feel and by applying a deboss effect to the leaves on the teaser brochure, the teaser campaign for VistaBlue came to life throughout the print materials.
To supplement the printed collateral, a teaser website, eblasts, an advertising campaign + sales center signage helped in driving the message home on a all platforms.
Since launching the teaser campaign, VistaBlue has received a great amount of attention from both brokers and new buyers. The new campaign launched to much success in late October and the helium team is hard at work creating the elements for the full campaign which include a 24-page brochure and robust website. For now, check out the stunning VistaBlue Singer teaser website // here.
Shows us your love for this beautiful brand on Instagram or Facebook @heliumcreative!
One of the key components to a successful brand development project is a company’s website. It represents the brand in the digital space and these days it seems like people spend more time online than in the real world. A website is often the first impression you make with a potential client. And as we all know, you need to make a great first impression. One that makes an impact, accurately reflecting your brand and compelling the visitor to investigate more or even better, make contact.
When clients come to us for brand development we often recommend they invest in a teaser website. A site representative of their new brand direction, one that communicates an accurate brand story + begins to create the overall brand experience we’re working towards.
After deciding on a brand direction, a teaser website can be developed rather quickly, while a full website usually takes months. It can be as simple as sending us a phrase or your mission to get the ball rolling and we’ll create the remainder of the story. With minimal collateral a company can begin communicating their brand story/message online. An outdated website representing a business will result in mixed messages in the initial re-branding phase. Or if they’re new to the marketplace, they may have no online presence at all. That’s like not existing in today’s world and may end up costing the company clients.
A business wanting to target a new audience can start speaking to their desired market with an on-brand teaser website. An off-brand site will continue to attract the clientele they are trying to avoid and possibly repel those they wish to communicate with. Communicating the wrong message online is like wearing jeans to a job interview. We all know that person is not getting the job, even in oh-so-casual Florida. The right image is vital to getting off on the right foot. Only then can you walk together towards building a relationship and creating that one-of-a-kind experience.
The teaser site sets the tone of the brand + drives the design for the full website. Imagery + copy will be repurposed to maintain consistent messaging. Investing in a teaser website is like putting a deposit and getting actual product instead of having to wait for the fully finished product. A client also has a visual representation of what their brand looks + sounds like. Learning to speak their new brand language and selecting imagery for content marketing + social media is a vital component in a successful brand/product launch.
Business relationships are like dating, and we all know that a bit of intrigue keeps your potential romantic partner interested. You notice they’re checking out your Facebook page, sending a random text here and there, wondering when you’re seeing each other again. The teaser site is that little bit of mystery that will eventually reveal the whole enchilada. In the interim people will check back every so often to see if more content has been added; if the full site, the full story is available. And that’s when you know they’re hooked. 😉
The teaser site gives us time to gather + create the assets for the full website while maintaining a consistent brand image. Once we have the assets, we develop the sitemap, wireframe, home page, inner page, and finally the complete website, which then goes to programming and internal testing. When the site passes our QC, we send the client a test link for final approval. The client visits the site, checking all the links and animations. Once they approve the site, it goes live, smoothly transitioning from teaser site to full website. And most importantly, maintains a consistent + impactful brand experience.
For more design, brand development + inspiration follow @heliumcreative on Instagram.