The architecture was already doing the branding.
Magnolias Leisure
IdentitySignageStationery
One visual world, from the property to the card at reception.
Magnolias Leisure is a venue built for celebrations: weddings, gatherings and stays. It needed one visual world that could move from the property to its Instagram to the card someone is handed at reception.
The brand only had to learn from the building.
The facades, the water, the landscaping and the light were already the experience.
The question
How do you turn the character of a building into a brand?
Three territories for the same venue.
Refined Evolution kept and lifted the existing identity. Luxury Hospitality was more restrained: ivory, navy and gold. Earthy Heritage drew on natural materials. The brand book documents the first.
Evolve the existing identity, do not replace it.
The palette gained range around colours people already knew.
Signage is part of the guest’s experience, not only wayfinding.
If a guest meets the brand on the property, the property should feel branded. This covered powder rooms, navigation and individual spaces.
Stationery relies on finish as much as colour: embossing, engraving, edges.
A card is held, not viewed.
Cormorant Garamond for expression, Poppins for information.
Editorial character without losing usability.
Three words organise the content: Celebrate, Connect, Cherish.
The occasion, the people, the memory.
Expression.
Information.
Celebrate. Connect. Cherish.
“Architecture that connects.”
A system that links brand, digital, print and the property.
Two Instagram feeds were planned: one for the first phase, one for when events begin. The applications shown here are concepts from the brand book.
Identity
Brand direction, colour and type system, brand guidelines.
Print and spaces
Stationery. Signage and wayfinding concepts.
Social
Instagram grid and story concepts.
Web
Website direction, as a concept.
Voice and copy
Brand voice and the three organising words.
That was the short version.
The full story has every decision, the reason behind each one, and more of the work.
P.S.
A venue is more than a place. It is where people arrive, gather and, later, remember.
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