Naming, Brand Architecture, Visual Identity, Guest Journey, Collateral Design
Nestled on an impossibly blue swatch of Floridian coastline, you will find The Singer Oceanfront Resort in full effect.
Our Approach
Inspired by the island’s namesake Paris Singer, a debonair Palm Beach real estate developer hailing from France, The Singer's beachfront property feels timeless, light and European.
We dove deep into the island’s history to research for The Singer, merging old and new to build a brand story, guest journey, and visual identity that felt simultaneously authentic to Singer Island, and implicative of a fresh future for the area.
Using the brand story as creative fodder, RAY developed a coastal-inspired visual identity, taking inspiration from Florida’s natural landscape, and the resort’s sunny interiors. The mission was to keep it simple; to craft a brand that felt happy and relaxing…a vacation in and of itself.
Turning a Brand into a Sensory Experience
As part of the brand architecture protocol for this property, we were tasked with developing a holistic guest journey experience that would authentically harness the energy and attitude of South Florida.
Acting as a complimentary handbook to The Singer’s visually compelling collateral, the brand architecture was uniquely comprehensive and took in the local region’s scents, sites, and sounds to make for a hospitality experience that could only exist on Singer Island.
