Willow Bridge Property Company engaged GTMA to brand their new development in Palm Bay, Florida. Our goal for the Eastshore Palm Bay Brand Identity was to create a vibrant, modern coastal identity that blends relaxation with energy, capturing the essence of beachside living. The brand should evoke warmth, connection to nature, and a sense of retreat, while remaining sophisticated and progressive. By aligning unique interior design and incorporating bold, playful elements, the brand sets Eastshore apart as a high-end, welcoming community that appeals to a diverse audience and further transforms the neighborhood into a vibrant, coastal destination.

DESIGN NOTES:

• The chosen color palette is curated based upon the colors found in the interior design, and further inspired by days at the beach, such as sand, ocean, sky, palm trees, beach towels, sipping cocktails, and more, while also providing versatility. They were selected to reflect a mix of fun vibrancy and relaxed sophistication.

• The Eastshore brand makes use of a collection of patterns that add depth and character to their materials. The patterns reflect a mix of mid-century modern geometric design, and hand-drawn organic designs, both reflective of the community’s interior styles. These are also reminiscent of days at the beach, such as those found on board shorts, resort shirts, beach towels, chairs, and umbrellas. Collectively, the patterns further add a feel that exudes laid-back luxury and playfulness.

• The chosen concept utilizes geometric shape reminiscent of the mid-century design found in the community interior design to create a simplistic beach scene of a palm tree, sun, and ocean waves. Variations of the logo include a primary stacked version, a badge version, and a wordmark only version. The resulting logo suite feels modern and clean while harkening back to nostalgic design. This is a powerful mark and typography pairing that captures a relaxed, luxurious, and fun look altogether.

• The pairing typography system for this logo concept features a condensed, nostalgic serif typeface for headings and titles, supported by a bold condensed sans-serif in all caps for subheadings, and a clean, modern sans-serif for body copy. This system may also make use of a playful handwritten script for accents to bring some human character.