The challenge
On a trip to the beautiful maritime province of Nova Scotia, we met with a group of local investors who were in the initial development phase of a luxury seaside resort planned for the Cape Breton area. The project would be the first of its kind in the region and would require a top-notch international marketing campaign to guarantee its success.

Partnering with the resort investors and their Canadian marketing team, we were assigned the task of creating a name and visual identity that would appeal to a wide range of potential buyers, both in Canada and abroad. We rolled up our sleeves and got to work.

The resolution
From our research, we considered two scenarios that would be appealing to both Canadian residents and international buyers.

• Develop a name that was purely Canadian, reinforcing the local ownership of the resort.
• Create a stately name with supporting visuals that would appeal to seasoned yachtsmen from the U.S. and Europe. The look had to be elegant but still representative of the independent nature of the luxury sailing community. The choice of the cool aqua and teal color theme for the text and supporting graphics was an obvious one from the outset.

Sweet Harbour Bay was typical of how a branding project evolves. Input from the client is essential. We listen to their ideas and suggestions, then add them to our overall approach to the naming process before we ever present the final name to the client.

Considering the sheer number of options (and sometimes conflicting directions) we presented to you and your team, we are absolutely delighted with the outcome. The colours you used for the logo artwork are the perfect compliment to the waters of Sweet Harbour Bay. Thank you! — J.M., Halifax

Go back to our portfolio to read more of our success stories.