CASE STUDY
Coastal Ventures
Brand Identity
AGENCY: King
CLIENT: Southwest Michigan Coastal Ventures
Southwest Michigan Coastal Ventures had an identity problem. The problem? No one knew who they were.
When this investing group came together, the partners had decades of experience developing remarkable projects around the world. But their new venture was unknown. And they needed help making the right impression as they began submitting proposals for projects around the state.
They turned to King. We developed a brand identity that put them on the map, helping to open doors and setting the tone for the organization’s commitment to developing world-class, high-end real estate projects.
Step One in the process? We had to convince the group, who had spent months coming together and setting up their company, that they needed a name change. Their business name, Southwest Michigan Coastal Ventures, didn’t exactly roll off the tongue. Plus, we knew it would greatly limit them geographically as they took on projects around the state of Michigan and beyond.
Having successfully convinced them to use the shortened version of their name, we set out to create their brand identity, beginning by identifying the principles and attributes that their brand would need to convey.
While their brand was brand new, we knew it was important to portray them as trustworthy and solid. Many real estate venture companies come and go, but Coastal Ventures wanted their brand to instill confidence, to help assure potential partners that they were here for the long haul. They also wanted the brand to reflect the ethos of their development projects—premium, modern, well-crafted and inspired by art.
Once our vision for the brand was agreed to, it was time to roll up our sleeves and get to work. We began with the development of a new logo, keeping in mind the brand principles and attributes.
We developed many different approaches to the Coastal Ventures logo, but didn’t stop working until we had one that stood above the rest. A logo that everyone agreed did just what we needed it to do. Premium, well-crafted, solid, modern—we had our new mark:
NEW LOGOMARK:
Once the new logomark was approved, it was time to develop the entire Coastal Ventures Brand Identity, keeping our focus on the brand’s key principles: Premium, Modern, Inspired by Art, etc.
BRAND IDENTITY:
From there, we developed a Brand Book as polished and refined as the brand itself.
BRAND BOOK:
