During the 2023 holiday break, Andrew Alvarez made a decision: 2024 would be the year he built a brand framework to catapult his business to new heights. With a clear vision, a strong sense of purpose, and a mission to match his polished intentions, he set out to make his brand as sharp and compelling as his ambitions.
Our design process was guided by the concept of “sense of place,” drawing deeply from the unique natural beauty of Southwestern Florida—a region that holds great significance for Andrew and his team. The stunning environment provided a wealth of inspiration, from the white sandy shorelines and intricate roots of mangrove trees to the interwoven patterns of palm fronds that dot the landscape.
Wordmark and Motif Design
The letterforms for the wordmark were shaped by the organic elegance of local flora. Each letter reflects the natural curves and textures of leaves and palm fronds, creating a harmonious connection to the surroundings. These forms were further abstracted into a versatile “coral” motif, which became a signature element of the brand’s graphic system. This motif extended the visual identity, adding depth and flexibility across applications while staying true to the brand’s roots.
Native Hues
Florida’s landscape offered an abundance of inspiration for the color palette. The hues were drawn from the region’s iconic features: white sandy beaches, fiery orange sunsets, deep blue waters, vibrant green cypress leaves, and the warm, faded pinks of native seashells. This diverse palette evokes the spirit of Florida while providing a dynamic range of colors for brand expressions.
