Know your audience
Extensive consultation identified a brand strategy that would underpin our creative ideas, to bring to life Claire's ambition for the luxury retreat. We considered the core attributes of the experience of staying at the retreat, and this helped determine values, personality, root strengths, tone of voice and the innocent archetype as the brand’s guiding beacon. Core desires of the innocent include simplicity, authenticity, purity and a connection with nostalgia and simpler times.
The creative strategy, 'beautiful simplicity', helped guide our ideas for the brand creation. However, first we needed to identify a new name that matched the intent to transform the 21-year-old resort into a contemporary experience. Lonsdale Views no longer fit the brand narrative, and we trialled a range of names, before settling on a new name that immediately connected with the property’s heritage and sense of place.