Timbers Kiawah - Brand Positioning, Logo & Introductory Print Ad

TIMBERS KIAWAH POSITIONING, LOGO AND INTRODUCTORY PRINT AD PRESENTED TO TIMBERS RESORTS | FEBRUARY 3, 2017

OUR ASSIGNMENT

1. Articulate the Timbers Kiawah brand position.

2. Concept a new logo that expresses the unique promise of Timbers Kiawah.

3. Create an ad that both meets a February 8 deadline for Kiawah Island Legends magazine, published annually, and introduces Timbers Kiawah to the local market.

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SITUATION

What’s happening on the ground?

Kiawah Island is a place to enjoy some of golf’s most-heralded courses and one of America’s most-beloved beaches. Here, nature is left unspoiled. The atmosphere is serene. The attitude graciously Southern. To this traditional lowcountry retreat, Timbers Kiawah is bringing a breath of fresh air:

A new beachfront home, now so rare in the Southeast

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The only new attached homes built on the island since the ’80s

A contemporary interpretation of lowcountry architecture

A location on Kiawah’s West Beach, convenient to Charleston and minutes from Freshfields Village

The island’s only private residence club, offering members-only amenities and services; also, one of the few opportunities to become a member of other on-island clubs

The one place where the hospitality is as laid-back as it is excellent — “barefoot sophistication”

A new model for homeownership: smart, effortless, beautifully tailored to fit your life

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LOGO DESIGN APPROACH

The Timbers brand family

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LOGO DESIGN APPROACH

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Honoring Timbers and the lowcountry

The real value of Timbers Kiawah is that it’s not just more of what’s already on Kiawah Island. It is how Timbers does Kiawah. So the logo for Timbers Kiawah must acknowledge not only where it is, but where it’s from. It must feel uniquely of the South Carolina lowcountry and at the same time honor its roots as a proud member of the Timbers family.

To be clear, this is not a design balancing act. It is an opportunity to bring two distinct cultures together and create something new. Something that will set itself apart from the traditional Kiawah Island real estate offering.

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LOGO DESIGN APPROACH

(CONTINUED)

Lowcountry style This is a place where jeans in the country club dining room are considered gauche but pants with a bright-colored lobster print are just fine. In other words, the lowcountry likes the old ways … but it likes them with a dash of fun.

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LOGO DESIGN APPROACH

(CONTINUED)

Other lowcountry brands

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Competitive Set

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LOGO DESIGN APPROACH

(CONTINUED)

Bringing a fresh breeze to Kiawah

Other brands on Kiawah Island tend to feel clubby, genteel, formal. Timbers is bringing its own style of hospitality and architecture — a style that’s a little more laid-back and forward-looking. The logo for Timbers Kiawah should give a hint of this unique freshtraditional flavor. To accomplish this, we explored a variety of logos inspired by a few foundational ideas: All about the beach.

As always, Timbers has a front row seat. Each logo design implies this privileged situation.

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Of today.

Just like the architecture for Timbers Kiawah, the logo takes traditional style and gives it a beautiful, contemporary simplicity.

Sophisticated lowcountry.

Kiawah Island style ranges from the monogrammed shirt to whale shorts.

The logo designs for Timbers Kiawah embody that same spectrum, from classic to fashionably playful.

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LOGO COLOR OPTIONS

PMS 3242 U CMYK 55/0/24/0 RGB 75/211/203 HEX 4bd3cb

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PMS 311 U CMYK 71/1/10/0 RGB 7/175/214 HEX 07afd6

PMS 7460 U CMYK 93/23/9/0 RGB 0/121/180 HEX 0079b4

PMS 291 U CMYK 47/12/0/0 RGB 108/175/231 HEX 6cafe7

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LOGO OPTION A

T I M B E R S K I AWA H OCEAN CLUB & RESIDENCES

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LOGO OPTION B

T I M B E R S K I AWA H OCEAN CLUB & RESIDENCES

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LOGO OPTION C

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LOGO OPTION D

TIMBERS KIAWAH OCEAN CLUB & RESIDENCES

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LOGO OPTION E

TIMBERS OCEAN CLUB & RESIDENCES

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LOGO OPTION F

T I M B E R S K I AWA H OCEAN CLUB & RESIDENCES

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LOGO OPTION G

TIMBERS

K I AWAH

OCEAN CLUB & RESIDENCES

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LOGO OPTIONS

A

B

D

T I M B E R S K I AWA H

T I M B E R S K I AWA H

TIMBERS KIAWAH

OCEAN CLUB & RESIDENCES

OCEAN CLUB & RESIDENCES

OCEAN CLUB & RESIDENCES

E

F

TIMBERS OCEAN CLUB & RESIDENCES

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C

G

T I M B E R S K I AWA H OCEAN CLUB & RESIDENCES

TIMBERS

K I AWAH

OCEAN CLUB & RESIDENCES

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LEGENDS PRINT AD APPROACH

Who are we talking to?

The ad in Kiawah Island Legends magazine will help us reach our two key audiences: prospective homebuyers and the Kiawah Island Real Estate brokers who will probably sell most of our homes.

OUR HOMEBUYER AUDIENCE:

Is mostly from the Northeast

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Has been coming to Kiawah Island for years

Either owns a home (and is tired of maintaining it) or rents here

Spends four to six weeks a year on the island

Is passionate about golf

Is here for the serenity; Kiawah is more about unplugging than having an adventure

Is creating a family tradition of time spent together in this magnificent place

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LEGENDS PRINT AD APPROACH

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Who are we talking to?

The brokers of Kiawah Island Real Estate handle 85% of the homes sales on the island. It is essential that we get their attention and earn their respect. They are not a crowd that is easily impressed. They spend every day working with affluent buyers and exceptional properties. And for the most part, they are unfamiliar with Timbers’ approach to ownership.

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LEGENDS PRINT AD APPROACH

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How do we stand out?

From one end to the other, Kiawah Island is a study of natural and architectural beauty. Which is why from front cover to back cover, Kiawah Island Legends magazine is filled with classic beauty shots of beaches and fairways and homes and happy people. The editorial design of the magazine is tasteful, setting a high standard for the overall visual environment.

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LEGENDS PRINT AD APPROACH

(CONTINUED)

KIAWAH ISLAND LEGENDS EDITORIAL PAGES

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LEGENDS PRINT AD APPROACH

(CONTINUED)

How do we stand out?

Ad pages tend to be very saturated, with advertisers clearly determined to get their money’s worth and not waste any dollars on white space. So although many of the ads feature high-quality photography, they get lost in a cloud of imagery that all seems to live at the same level.

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LEGENDS PRINT AD APPROACH

(CONTINUED)

KIAWAH ISLAND LEGENDS AD PAGES

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LEGENDS PRINT AD APPROACH

(CONTINUED)

How do we stand out?

For both our homebuyer and real estate broker audiences, here’s how we break through: Get dramatic with white space.

This will not only separate Timbers Kiawah from the crowd, it aligns with the clean, contemporary architecture of the Ocean Club & Residences.

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Keep it super simple.

Simplicity will stand in contrast with most everything else in the magazine, and it is the visual code that will speak to our sophisticated audiences.

Find a new mode for imagery.

The ads in Legends magazine use quality commercial shots. The editorial pages feature quality photojournalistic shots. So Timbers Kiawah must present a surprising, artistic point of view that stops readers in their tracks and makes them see the place in a new way.

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AD OPTION A

AND

THEN

IT

OCCURS

TO

YOU

This is the Kiawah Island you’ve been looking for all along.

And it’s yours to keep.

T I M B E R S K I AWA H West Beach, Kiawah Island | TimbersKiawah.com

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OCEAN CLUB & RESIDENCES

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AD OPTION B

THE

AIR

IS

DIFFERENT

HERE

Maybe it’s that your home is so close to the beach.

Or that every breeze filters through the pines.

Or maybe it’s just that when you’re here you breathe more deeply.

T I M B E R S K I AWA H West Beach, Kiawah Island | TimbersKiawah.com

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OCEAN CLUB & RESIDENCES

P R E S EN T ED B Y S T R A DA | F EB R UA R Y 3 , 2017

AD OPTION C

AND

THEN

IT

OCCURS

TO

YOU

This is the Kiawah Island you’ve been looking for all along.

And it’s yours to keep.

West Beach, Kiawah Island | TimbersKiawah.com

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AD OPTION D

THE

AIR

IS

DIFFERENT

HERE

Maybe it’s waking up to the ocean surf.

Or the sound of birdsong.

Or maybe it’s not the air that’s different here.

It’s you.

TIMBERS KIAWAH West Beach, Kiawah Island | TimbersKiawah.com

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OCEAN CLUB & RESIDENCES

P R E S EN T ED B Y S T R A DA | F EB R UA R Y 3 , 2017

AD OPTION A

AND

THEN

IT

OCCURS

TO

YOU

This is the Kiawah Island you’ve been looking for all along.

And it’s yours to keep.

T I M B E R S K I AWA H West Beach, Kiawah Island | TimbersKiawah.com

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OCEAN CLUB & RESIDENCES

P R E S EN T ED B Y S T R A DA | F EB R UA R Y 3 , 2017

AD OPTION B

THE

AIR

IS

DIFFERENT

HERE

Maybe it’s that your home is so close to the beach.

Or that every breeze filters through the pines.

Or maybe it’s just that when you’re here you breathe more deeply.

TIMBERS OCEAN CLUB & RESIDENCES West Beach, Kiawah Island | TimbersKiawah.com

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P R E S EN T ED B Y S T R A DA | F EB R UA R Y 3 , 2017

AD OPTION D

THE

AIR

IS

DIFFERENT

HERE

Maybe it’s waking up to the ocean surf.

Or the sound of birdsong.

Or maybe it’s not the air that’s different here.

It’s you.

TIMBERS West Beach, Kiawah Island | TimbersKiawah.com

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K I AWAH

OCEAN CLUB & RESIDENCES

P R E S EN T ED B Y S T R A DA | F EB R UA R Y 3 , 2017

G R A Z IE