Client: Hemingway Residences / GURNER
A botanical residential brandBrand Strategy Brand Design Brand Naming
A world class suite of brand collateral helped over $47 million worth of Hemingway Residences sell out in three weeks.
The challenge was to name and design a luxuriant brand that communicated the key features of the homes and their surrounds, and appealed to buyers in the $800,000 – $1.2m range. A key selling point of these homes was that they each had a garden or yard. A beautifully botanical brand with an outdoors focus was required.
Famous author Ernest Hemingway is known for his tales of outdoor adventure and living a life full of nature – a perfect muse, indeed. The community was named Hemingway Residences, and the development embraced the great literary works of this iconic personality. Each of the four quadrants (or ‘chapters’) was given a title relating to Hemingway’s life or work: Riviera, Acacia, Havana and First Light. Both a premium typographic brand and brand mark were created, and an illustration was commissioned to complete the botanical image.