The Residences at The Boca Raton. Our legacy. Yours to live.
Naming, positioning, identity and collateral for the first private residences on a century-old Florida landmark, built to carry the resort's equity forward and give ownership a voice of its own.
One hundred years of leisure, opened to ownership for the first time.
For a century, The Boca Raton has been one of the defining names in American resort hospitality. Its first residential offering needed a brand that felt inseparable from that heritage, yet stood on its own as a place to live rather than a place to visit.
The work extends a long-running creative partnership with BDT & MSD Partners, this time across naming, brand strategy, visual identity and the full collateral system for the residences.
Preserve the resort's equity. Give ownership a voice of its own.
Borrow where it matters
A century of equity in The Boca Raton name is an asset, not a problem. The residences had to inherit that trust without feeling like a hotel suite with a deed.
A separate voice for ownership
The challenge was giving buyers a brand that signalled a place to live rather than a place to visit, with its own crest, palette and tactile language.
Production as positioning
Blind embossing, gold foil and textured ivory stocks make every touchpoint feel crafted. The restraint reads as quiet confidence rather than performance.
A wordmark that sits quietly beside the parent brand.
A blind-embossed lockup in a fine serif, built to sit quietly alongside the parent brand without competing with it. The relationship is clear: part of the family, not a copy of it.
Production as positioning.
Ivory linen with blush edging. Kraft and ivory envelopes with debossed wordmark. Textured ivory bags with ribbon handles paired with sales brochures set against blush tissue. The system makes every delivered piece feel considered.
A sales toolkit built like a book.
A tissue-wrapped sales book and slipcased volume with an inset photography window carry the brand into one-to-one buyer moments. The weight and finish of the book match the price of what it is selling.
Our legacy, yours to live.
Large-format construction hoarding pairs black-and-white lifestyle photography with the campaign line and residences lockup, planting the brand on site long before anyone moves in.
A century of legacy, carried forward.
A highly considered residential brand that borrows the resort's equity where it matters and steps away where ownership needs its own voice.