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Brand Guidelines VistaBlue Singer Island // Brand Guidelines
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Inside Logo Logo Usage Logo No No’s
Typography Fonts Hierarchy Type Elements Usage
Elements Color Graphic Usage
The Difference Story Positioning and Tagline Mission Keywords
Language Mood + Inspiration Photography
The images used are not owned nor are they represented to be owned by helium creative, inc., they are merely examples of the type and quality of photographs and images to be used in the client’s final product. helium creative makes no representations nor warranties of ownership and expressly denies they have a right to use said image for anything but examples of the type and quality of images representative of the quality of the work produced.
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Logo
FINAL LOGO
Your logo acts as a symbol for the brand. It is the first impression, the subtle and unique visual communicator that sets the initial tone for the company. This mark has the longevity to withstand time, along with the simplicity to effortlessly complement the brand.
The VistaBlue logo embraces sophistication and portrays a luxury real estate brand. The logo in its entirety promotes an elevated lifestyle while emanating casual, island living.
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logo [proper logo usage]
PROPER LOGO USAGE To maintain consistency of your brand and the integrity of the logo, proper usage must be followed. The following outlines proper logo usage.
COLOR There are 4 main VistaBlue logo forms: inverse combinations of navy, teal, and white. The logo is intended to always be used on a background color that offers strong contrast so the logo can be seen. The example on the adjacent page shows the brand color usage with the corresponding logo. helium creative
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logo [proper logo usage]
1.25”
128 px
THE BREATH BETWEEN INSPIRED AND LIV ING.
SCALING The logo can be scaled to a minimum size of 1.25” wide for printed material. Anything smaller will make the text unreadable. helium creative
SCALING FOR DIGITAL The logo can be scaled to a minimum size of 128 px wide for digital material. Anything smaller will make the text of the logo difficult to see.
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1”
1”
1”
1”
PADDING Allow for at least one 1” surrounding all sides of the VistaBlue logo to pad appropriately. No competing elements such as text should interfere with this negative space.
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logo [proper logo usage]
3.25�
THE TAGLINE The tagline should always be treated as an entity of its own. Place the tagline on its own line and use it in collateral as an eye-catching teaser or as an enticing call-out. helium creative
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logo [proper logo usage]
INVERSE When necessary, the logo can be used without the box. In this case, all text and markings will be in white. Rarely is the box ever used in white with charcoal text - only in very specific instances. helium creative
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LOGO ON PHOTOGRAPHY When the logo is used over any photography, image, pattern or color it is important to make sure there is clear space for it to reside. No distracting backgrounds, patterns or textures. Use these examples or any other examples throughout this book as a guide. The logo cannot stand against busy backgrounds, so be mindful of selecting an image that allows space for it to shine. If necessary, you can scale or manipulate the photograph to give the proper breathing room. Color contrast is also important, making sure the logo is against a background that does not distract or blend in. VistaBlue Singer Island // Brand Guidelines
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logo [improper logo usage]
IMPROPER LOGO USAGE It is easy to ruin a good thing! Don’t let your logo fall victim to inconsistent handling. Always maintain proper guideline standards. The following outlines improper logo usage.
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ADDING ELEMENTS
SKEWING THE LOGO
Adding other graphic elements such as strokes or drop shadows are not permitted.
The logo must always be scaled proportionately. Never skewed or stretched.
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VISTABLUE singer island
ALTERING THE LOGO
CHANGING COLOR
ALTERING FONT
Don’t mess with a good thing! Let it be. No playing with the sizing, scale, composition, etc.
No weird colors, please! Let’s keep it classy.
The logo must always maintain its integrity. Do not change the font please! VistaBlue VistaBlueSinger SingerIsland Island //// Brand BrandGuidelines Guidelines
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ESSONNES The Essonnes font carries a certain sophistication through its thicks and thins that perfectly exemplifies the VistaBlue Singer Island brand. It is elegant, without being old-fashioned. Feminine, strong, and distinctive. With clever nuances to enlighten certain letters, it was the typeface that inspired how it would be used throughout all type treatments. Essonnes works well for both print and digital needs, especially when using the heavier weight. For VistaBlue, it is used primarily for display headlines and call-out words within a subheadline. It is also the font used in the word ‘VistaBlue’ in the logo, which adds to the cohesiveness of the brand. The Essonnes numbers are also quite special. With such stylized characteristics, the use of oversized numerals throughout the campaign and marketing collateral pieces creates a memorable brand element. Another brand identifier used throughout all the design materials is the italicization of one or more letters within a word. Essonnes is the perfect font that allows for these italics to shine through, catch attention, and uniquely point to the VistaBlue brand.
Typography Brand typography is broken down to illustrate how to use the proper type formatting and font selection for various uses. helium creative
DISPLAY REGULAR
Essonnes Regular DISPLAY ITALICS
Essonnes Italics DISPLAY BOLD
Essonnes Bold
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ESSONNES DISPLAY REGULAR
Aa Hh Oo Vv
Bb Cc Dd Ee Ff Gg Ii Jj Kk Ll Mm Nn Pp Qq Rr Ss Tt Uu Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~
VistaBlue VistaBlueSinger Singer The Island Island Ocean ////Resort Brand BrandResidences Guidelines Guidelines
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typography [fonts]
EFFRA A contemporary, san serif font – Effra pairs with Essonnes to complete the VistaBlue brand typography. Effra is used in the logo in the ‘Singer Island’ identifier, for pre-headlines, titles, supporting headlines, call-outs, and body copy. With its multiple weights, the typeface offers great flexibility for creating harmonious combinations that are essential when creating hierarchy within the same line of informational text. If Essonnes is the show-stopper, then Effra is what seals the deal. A stable and solid font that can be used in all caps or sentence case and is still very legible, Effra is perfect for both print and digital platforms. Don’t be mistaken by its simplicity, Effra is designed with clever angles and shapes that calm they eye without the reader noticing. Take for example the perfectly round ‘O’ and the soft curve of the lowercase ‘f’. This typeface complements the VistaBlue brand by being both easy to assimilate and communicate information, but also appealing and beautiful to encounter.
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EFFRA LIGHT
Effra Light EFFRA REGULAR
Effra Regular EFFRA MEDIUM
Effra Medium EFFRA BOLD
Effra Bold
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EFFRA LIGHT
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0 !@#$%^&*( ) - _ += { } [ ] | \ : ; “ ‘ < > , . ?/~
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typography [hierarchy]
HEADING
DISPLAY
HEADING Effra Light 140 pt tracking Suggested leading: = pt. size
DISPLAY Essonnes Display Regular / Italic 20 pt tracking Suggested leading: 1pt. > font size *Italic letters are used for design purposes in all headlines.
SUPPORTING SUPPORTING SUPPORTING
Body Copy
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SUPPORTING Effra Regular, Medium, Bold 140 pt tracking Suggested leading: 4 pt. > font size
BODY Effra Light 20 pt tracking Suggested leading: 4 pt. > font size
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HEADING
DISPLAY
SUPPORTING
P R E- H E A D I N G S TITLES CALL OUTS
DISPLAY HEADLINES
HIGHLIGHT
S U B - I N FO R M AT I O N SUPPORTING TEXT D I G I TA L B U T TO N S
L EG A L I N FO R M AT I O N
HOW TO USE DISPLAY This thin, clean typeface is used for any pre-headings, titles or call outs. It is ideal for single sentences or phrases that are continued as display headline text underneath. Headings should not be used for long statements. Less is more!
HOW TO USE HEADING Display type is ideal for primary headlines and longer statements. For example, if there is a long statement used to attract attention, use Display because it is easy to read and can handle multiple sentences. The addition of italic letters adds a unique design element to Display.
HOW TO USE SUPPORTING Supporting text is used to help punctuate a typographic composition or collateral. This form can help organize or call out minor detail information, like contact or legal information. This supporting text can be used for buttons on web pages and digital sales material. Supporting text should be brief, kept only to a few words. VistaBlue Singer Island // Brand Guidelines
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typography [elements]
SAMPLE OF A DISPLAY CALL-OUT FOR EMPH ASIS TYPOGRAPHIC ELEMENTS Large, bold statements draw a viewer into the design or message. These statements are ideal for when paired with the water color image, photography or solid backgrounds. Bold and engaging messages are given this typographic treatment. Always use all all caps for these phrases. helium creative
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THE BREATH BETWEEN INSPIRED AND LIV ING. L U X U R Y O C E A N F R O N T R E S I D E N C E S F O R T H E M O D E R N E S C A P I S T. L O C AT E D O N S I N G E R I S L A N D , T H E R E N O W N E D PA L M B E A C H E S .
TYPOGRAPHIC ELEMENTS Contrast is imperative in VistaBlue type. The combination of both Essonnes and Effra works great in creating visual hierarchy for ad campaigns, digital materials, and other printed collateral. The Display headline showcases the correct usage and amount of italic letters, in cohesion with minimal supporting text. VistaBlue Singer Island // Brand Guidelines
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typography [usage]
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DISPLAY Essonnes Display Regular Size: 40 pt Tracking: 0 pt Leading: 44 pt
SUPPORTING Effra Regular Size: 9 pt Tracking: 180 pt Leading: 11 pt
SUB-INFORMATION Effra Regular | Light Size: 9 pt Tracking: 100 pt Leading: 11 pt
OVERVIEW: This is an ad from the VistaBlue teaser campaign. This page offers an example of how typography is broken down in various forms to show typographic organization, elements, and hierarchy when applied. VistaBlue Singer Island // Brand Guidelines
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typography [usage]
DISPLAY Essonnes Display Regular Size: 73 pt Tracking: 0 pt Leading: 79 pt SUPPORTING Effra Regular Size: 20 pt Tracking: 130 pt Leading: 27 pt
HIGHLIGHT NUMBER Essonnes Display Bold Size: 29 pt Tracking: 20 pt Leading: 35 pt HIGHLIGHT TEXT Effra Medium Size: 21 pt Tracking: 160 pt Leading: 25 pt HIGHLIGHT DISPLAY Essonnes Display Regular Size: 34 pt Tracking: 20 pt Leading: 38 pt BODY COPY Effra Light Size: 26 pt Tracking: 20 pt Leading: 32 pt
OVERVIEW: This is an email campaign example of how typography is broken down in various forms to show typographic organization, elements, and hierarchy. helium creative
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HEADING Effra Light Size: 11 pt Tracking: 140 pt
DISPLAY Essonnes Display Regular Size: 29 pt Tracking: 20 pt Leading: 30 pt
OVERVIEW: This is the VistaBlue teaser site navigation. This page offers an example of how pre-headings and headlines are integrated into the brand. VistaBlue Singer Island // Brand Guidelines
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typography [usage]
HEADING Effra Light Size: 13 pt Tracking: 140 pt Leading: 16 pt DISPLAY Essonnes Display Regular Size: 35 pt Tracking: 36 pt Leading: 20 pt
BODY COPY Effra Light Size: 9 pt Tracking: 20 pt Leading: 13 pt
OVERVIEW: This is an email campign example of how typography is broken down in various forms to show typographic organization, elements, and hierarchy. helium creative
A N E L E VAT E D I S L A N D
EXPERIENCE AWAITS.
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typography [usage]
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DISPLAY Essonnes Display Regular Size: 40 pt Tracking: 0 pt Leading: 44 pt
SUPPORTING Effra Regular Size: 9 pt Tracking: 180 pt Leading: 11 pt
SUB-INFORMATION Effra Regular | Light Size: 9 pt Tracking: 100 pt Leading: 11 pt
OVERVIEW: This is an ad from the VistaBlue launch campaign. This page offers an example of how typography is broken down in various forms to show typographic organization, elements, and hierarchy when applied. VistaBlue Singer Island // Brand Guidelines
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typography [usage]
DISPLAY Essonnes Display Regular Size: 52 pt Tracking: 0 pt Leading: 85 pt LARGER DISPLAY Essonnes Display Regular Size: 77 pt Tracking: 0 pt Leading: 72 pt
SUPPORTING CALL OUT Effra Regular Size: 22 pt Tracking: 160 pt Leading: 69 pt
OVERVIEW: This is an additional email campaign example of an Open House that shows how typography is broken down in various forms to show typographic organization, elements, and hierarchy. helium creative
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O C C U PA N C Y E A R LY 2 0 1 8 RESIDENCES FROM $1.4 MILLION
TO U R O U R M O D E L R E S I D E N C E S T O D AY
OVERVIEW: The series of images above are the graphics used in the digital launch campaign. The animation of the Singer Island shoreline paired with an inside look of a VistaBlue residence inspire the user to click and receive more information. VistaBlue Singer Island // Brand Guidelines
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typography[usage] typography [usage]
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OVERVIEW: This page offers examples of how both typography and lifestyle + rendering photography come into play on the main VistaBlue website. VistaBlue Singer Island // Brand Guidelines
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Elements Color, texture, and supporting accents each help to communicate the brand language and enhance the brand experience. They are used interchangeably, but never all together. These additional elements help breathe life into your brand. helium creative
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PANTONE ® The proprietary color matching system used in printing to create inks and maintain color integrity; the Pantone numbers listed refer to the Pantone Matching System.
RGB [Red, Green, Blue] – the method by which video monitors and projectors display color; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
CMYK [Cyan, Magenta, Yellow, Black] – also referred to as “process colors,” the method by which images are printed using cyan, magenta, yellow, and black. The specific numeric values refer to the percentages of each of the four process colors.
HEX The colors used in display devices [PC monitors and scanners]; the numeric values listed refer to the amount or intensity of red, green, and blue in each of the colors.
COLOR The VistaBlue brand colors are inspired by all things water, nature, and island life. The colors are aimed to carry an elevated and casual feel. Teal is the primary brand color, with the additional tones of blues, grays, and whites used as secondary colors. VistaBlue VistaBlueSinger Singer The Island Island Ocean ////Resort Brand BrandResidences Guidelines Guidelines
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elements [color]
NAVY Pantone 5463U / 303C RGB 7, 43, 58 CMYK 95, 72, 52, 56 HEX #002B3C
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LIGHT TEAL Pantone 325U / 325C RGB 97, 198, 198 CMYK 59, 0, 25, 0 HEX #60C6C7
TEAL Pantone 7713U / 7711C RGB 41, 136, 147 CMYK 82, 31, 38, 3 HEX #2C8893
CHARCOAL Pantone 423 RGB 141, 139, 139 CMYK 47, 40, 40, 4 HEX #8C8A8A
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elements [graphic] [design]
GRAPHIC ELEMENTS Graphic elements are used to further the brand identification and help to visually communicate it. These items can be used sparingly so as not to overwhelm or clutter a composition.
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A
LEAF OVERLAY
ITALIC LETTERS
WAVE
WATERCOLOR
The leaf overlay is always placed behind any brand imagery or boxed sections of copy to create an additional visual layer to any collateral material. The leaves are used as a pattern in both printed and digital collateral.
A, C, O, Q, V, W & X are the only letters that should be italicized and used sparingly in display headlines. If the letters listed above happen to fall on top of each other in headlines, always use discression as to which ones should have the italic font applied. Less is more.
The wave is used as an additional design layer and used to separate items, create hierarchy, and primarily placed under display headlines.
Watercolor is an essential element to the VistaBlue brand. It is added to large portions of print + digital collateral and is often used in combination with multiple white leaf overlays.
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The DiďŹ&#x20AC;erence What makes the brand unique? How are we going to stand out from the herd? The positioning statement, mission, and overall values help define who you are and why you do what you do unlike anyone else. helium creative
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The breath between inspired and living. VistaBlue sets the stage for the idyllic residential destination perfectly nestled on the exclusive Singer Island. Here, your home and your escape are the same destination â&#x20AC;&#x201C; both connected to endless ocean views, lush natural environment, and a few brief minutes from the luxury lifestyle of Palm Beach. VistaBlue is blissfully set apart from the rest of the world in carefree relaxation to create your private beachfront haven. On sea, there are gentle waves for kayaking, paddle boarding, sport fishing, snorkeling, scuba diving, and more. On land, renowned golf courses entertain local resident celebrities such as Tiger Woods and Jack Nicklaus. On the surface, sleek lines and world-class quality material set an understated elegance that is both striking and familiar. Simplicity and detailed sophistication seamlessly bring to life your private beachfront property. VistaBlue is the story of beach life re-imagined for the discerning resident. Inspired colors, bold shapes and textures, and flowing open spaces excite the senses and highlight the natural beauty of your future home. Smart technologies, exquisite fixtures and finishes, and a sense of refined grandeur complement the atmosphere of modern luxury unique to VistaBlue. An elevated beachfront lifestyle ideal for inspired island living.
BRAND STORY The story is the foundation of a brand. Not only does is give a general understanding of who the company is, but also helps to set the groundwork for showcasing what the unique positioning and selling point are. Understanding the overall brand statements, key terms and language will help gain a strong grasp on who the brand is and what the differentials are. VistaBlue Singer Island // Brand Guidelines
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the difference [positioning statement + tagline]
For those who appreciate the prestige and elegance of Palm Beach along with relaxed seclusion, VistaBlue is a multifaceted experience in modern coastal living for contemporary lifestyles. Set on the shores of Singer Island, away from the pace and crowds of the city, life here is a refined mix of smart contemporary styling, understated elegance, carefree days and evenings along the shore. Itâ&#x20AC;&#x2122;s a boutique residential destination with a secluded island atmosphere, yet is still conveniently close to all the vibrant pursuits of Palm Beach.
POSITIONING The positioning statement defines what makes a company unique in the industry. It is used primarily only for internal purposes to collectively understand the brand â&#x20AC;&#x2DC;nicheâ&#x20AC;&#x2122; or position. The positioning statement is not shown to anyone outside of the company. It is the foundation for all additional messaging and materials. The position answers three questions: Who are we targeting? What does the company offer / problem do they solve? How does the company offer a unique vantage over competitors? In short, what foot is leading and why is that footing unique? helium creative
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Inspired Island Living.
TAGLINE A corporate tagline is intended as a nod to what the brand offers, who the company is or the company essence. It is a short, simple, direct line. VistaBlue Singer Island // Brand Guidelines
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the difference [mission]
A fresh and unexpected modern beach escape where discerning tastes can live in an idyllic world of contemporary aesthetics, a secluded oceanfront location, and a refined island atmosphere.
MISSION STATEMENT The mission statement communicates the goal and passion of a company. It is a ‘romantic’ statement based off the positioning statement. In it’s essence, the mission addresses the WHY and WHO. Who is the brand and why does it exist? What is the company’s reason for being? Mission statements can vary. Some are more robust and factual, others are short and ethereal. Often times a mission statement is shared on a company website, expressed to clients, etc. It is not strictly an internal statement like the positioning. helium creative
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the difference [keywords]
Fresh Unique, oceanfront living for the modern escapist
Modern Contemporary and artistic with striking lines
Escape A place that’s sheltered from the pace of everyday life
Refined Nothing over the top or gaudy, an elegant simplicity
Island Surrounded by water – views of Atlantic and Intracoastal
Beachfront Sands and coastline right outside your door
Elevated Visible quality in the choice of materials, finishes, architecture, and more
Discerning Craftsmanship, pride, premium brands – all selected for those that know “the best”
Secluded Set apart from busy crowds, traffic, and nightlife
KEY TERMS When the brand is discussed, there is an emphasis on several main terms to describe it. These terms will help when communicating the brand both verbally and in writing. helium creative
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Language The voice of your brand is key to its success. Proper language is a huge component when verbally communicating your brand experience. Everyone involved should use the same verbiage to describe how they personally feel about the company and what the client will ultimately feel or take away. helium creative
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VOICE The voice of VistaBlue is elevated, chic, and elegant and speaks eloquently about the property. VistaBlue is about captivating the buyer and instilling curiosity and demand for the enviable Palm Beach island life. The voice is also sales-driven and is balanced by whimsicality and enticement. VistaBlue Singer Island // Brand Guidelines
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MOOD + INSPIRATION: EFFORTLESS ELEGANCE + DETAILED BEAUTY The VistaBlue brand has a sophisticated feel that is unmistakably elevated and chic. Inspired by the residenceâ&#x20AC;&#x2122;s location right on the the beach on the exclusive Singer Island, every element that supports the VistaBlue brand departs from the concept of a relaxed beach life. As seen in the chosen brand typography and identity elements, thereâ&#x20AC;&#x2122;s a constant balance between delicate and impactful. The delicate font seen in the logo or the subtle leaf pattern used throughout the collateral is contrasted with bright blue hues and oversized type treatments, which communicate the modern, yet inviting characteristics of the building itself.
Mood + Inspiration The tone + style of the brand is woven throughout all advertising, promotional, and brand-related material. These visual references offer insight into the mood of the company and how the market will perceive you. helium creative
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STYLE Sun-kissed photography, details of tropical elements, blissful shots of people enjoying the Palm Beach lifestyle all blend to create the mood of effortless elegance that embodies the brand. Blues, greens, and beige tones juxtaposed with black + white imagery create a visual ambiance for the boutique property that is meant to attract discerning buyers who are accustomed to a certain level of sophistication. Aerial shots of Singer Island, the neighboring shoreline, and local terrain serve to highlight VistaBlueâ&#x20AC;&#x2122;s unparalleled location and surroundings. Top-notch renderings of the residence interiors, resort-style amenities, and architectural design round up the photography style by providing the potential buyer with tease into what their future life can look like.
Photography Photography helps tell your brand story, bringing all ideas and tones together to evoke an emotion and connect to the consumer. The style of photography, photo selection, and consistency of images is important for brand standards. helium creative
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photography
NATURAL ELEMENTS Showcasing the Palm Beach lifestyle through nature-inspired photography is essential in order to communicate to buyers what it’s like to live on the coast in South Florida. Crystal-blue water, pristine beaches, palms swaying in the warm breeze – all these elements should be present when gathering imagery to be used in collateral pieces or on social media. Don’t be afraid to use closely-cropped images of natural elements such as leaves or shells as these draw in the viewer evoking a sense of relaxation that is associated with beachfront living. The use of black + white also helps to highlight textures the represent oceanfront living, such as sand and dew drops. helium creative
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photography
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RENDERINGS Thereâ&#x20AC;&#x2122;s nothing that communicates the essence of VistaBlue better than seeing it come to life through a rendering. Whenever possible, use one of the 17 high-resolution renderings designed to depict realistic interior and exterior spaces throughout the property. It is through these renderings that the resort-style amenities and craftsmanship in every construction + design detail can be highlighted and admired. VistaBlue Singer Island // Brand Guidelines
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LIFESTYLE Itâ&#x20AC;&#x2122;s important to create a connection with the target audience and this can be accomplished through tailored lifestyle photography. By using multiple pictures of the same model, a story is told of the VistaBlue resident. To accompany these shots, candid moments of people enjoying a day on Singer Island entice buyers with a lifestyle they can call their own. Itâ&#x20AC;&#x2122;s allowed to use these lifestyle shots in both color and black + white, as long as the photography style is not posed or forced. The idea is to capture moments of bliss. VistaBlue Singer Island // Brand Guidelines