Okay, we know it's usually "cooks" but if we get too many voices and opinions, it's going to be even harder to land on a consensus where everyone feels heard and happy. Find the most important opinions, and allow those to have more weight.

Details are important. But when creating a brand vibe, it's the overall, overarching, general idea and feeling behind the images, the colors, and the textures. Please: Don't throw out the entire idea because you're not a fan of one stock image.

Bottom line here? Know that developers have their finger on the pulse of the building—the product. And certainly take inspiration from the building itself, and the physical space and architecture, the marketers and designers should be given space to position the brand well.

With every brand development, create preliminary brand style vibes for logo design. Whichever concept is chosen is then further developed into a fully fledged brand. Every concept leans on a different aspect of the information collected through research and discovery with the client:

• Demographic (age, gender, marital status)
• Location (Where's the community, and what is the base-level of amenities provided?)
• Jobs / Hobbies (Do they work nearby? Blue collar? White collar? What do they do in their free time?)
• Purchasing Habits (Luxury vs. bargain; Research vs. Spend-Happy)
  
  
  

Each of these demographics are viable options to inform the brand vibe we create with the logo, palette, textures and photos. Here, we explore the inspo, the vibe, and the client feedback that guided the ultimate decision. (And yes, we'll reveal the "winner" at the end!)

The new community development is an actual luxury, Class-A property with all the bells and whistles. We created a palm-bird logo mark and a relaxed, but trim vibe. The typography in the logo has all the makings of a private beach kind of style, but wasn't ultimately deemed seaworthy by our stakeholders.

Ripples and light dancing in the water. The tickle of pampas grass and palms. Sand. Miles of it. And crystal clear water. With natural beachy colors as well as a strong, but elegant sweep through the logo's font, this concept was meant to feel like a Florida coastal vacation, but forever.

Deep purples, A little haze. Plenty of dogs. A little early 90s combos of purple and blue. High contrast. And very much not bright blue, and no palm tree in the logo. We went counter to what was expected and did something different—a more abstract and lighthearted approach.

Grey blue. A little chill in the air. Clean. So clean. This concept welcomed the viewer to fill in the blanks. Showing texture in design rather than photos. Showing part of an arch instead of the full picture.

Winner, winner, beachside dinner! This one was by far the most playful. Social gatherings, happy sunkissed dogs, with plenty of simplicity to show off the "easy life". A few angles and a few interesting shadows show the interplay between night and day, while the organic textures and shapes recall a more improvised approach to life.

Further development and expansion on this one resulted in a beautiful brand that stood out, had an eye-catching logo, and worked to for the IRP the stakeholders wanted to reach.

Aspire Naples, which offers a breezy, idyllic lifestyle is dedicated to be the best to appeal to a community full of culture and curiosity. The youthfulness of the logo along with the combined brightness, yet earthiness or the color palette is one that will appeal to a wide range of residents.

Breaking up the word on the logo mark creates a modern feel, while the curve of the typography keeps it from being too stark. The (mis)alignment is playful and the black color keeps it clean.

Using modern and softened approaches for the logo meant the brand's visual direction and vibe could, too. Pulling some old and some new ideas kept it balanced, particularly for reaching their wide demographic.

By incorporating seemingly opposed elements (curved font and sans serif, black and white, organic materials and sharp shadow) the Aspire Naples brand captures the essence of a life filled with spontaneity and joy—one for residents to also aspire to.