Sugarbird Eco Village
Overview
Sugarbird represents a groundbreaking sustainable real estate endeavor taking shape on the captivating Caribbean island of St. Martin. This island, which is uniquely divided into two distinct nations – the northern French side known as Saint-Martin and the southern Dutch side called Sint Maarten, has long been synonymous with resort beaches. However, the visionary founders of Sugarbird are poised to reshape its identity. The project comprises four distinct sections, including an eco-resort, residences, apartments, and a bustling commercial marketplace, all designed to usher in a new era of sustainable living and community on this picturesque island.
Role: I ran the brand positioning, strategy, and complete identity design. I also produced brand guidelines, website design, packaging and print collateral.
Scope of Work: Brand positioning, strategy, identity, guidelines, sub-branding
Process Highlights:
- Challenge: The founders of Sugarbird were keen on expressing their unwavering commitment to the United Nations’ Sustainable Development Goals (SDGs). They hired architects who adhered to the guidelines and consulted with cultural leaders on the island.
Solution: To pay homage to the UN’s guidelines in a familiar manner, sub-branding for the four distinct building sections mirrored the graphic style of SDG informational graphics. - Challenge: It was paramount for the branding to reflect the island’s rich local culture and heritage while showing deep respect for its diverse history.
Solution: We embarked on a comprehensive process that involved collecting colors, patterns, and textures, as well as incorporating family photos and illustrations gathered by the founders throughout the project. This ensured that the branding resonated with the island’s dynamic and diverse cultural tapestry.
Communicate your
Competition
Renaming
Cajole
Cajole: To persuade (someone) to do something by sustained coaxing or flattery.
It was used to reference the feeling when you drink a cocktail with CBD. Mixed with alcohol, the effects are relaxing, feeling at ease without the high of CBD.
Jole
Jole is without CBD. Apart of a marketing strategy, we kept a line of bitters without CBD so that they could continue with paid social media ads. When sending emails to promote Jole customers to Cajole, we wanted the branding to look almost identical.
Creative Brief
Wordmark
Sketches
Font pairing
Packaging
Billboard ad concept
Icons, marks, symbols
