The Belvedere

residential apartments, palm beach, FL

logo, alt marks, brand system
illustration
print collateral

The brief for this could have been an AI prompt. Old Florida. But make it fun retro. But make it modern luxury.

bACKGROUND

The Belvedere is a residential complex by Soleste, a collection of luxury apartments in South Florida. The primary logo mark followed the brand guidelines that I designed for the family of Soleste properties. I added a couple of alternate “stamp” marks, candy stripes, black and white photography, and a palette of greens. Together, they easily evoked a sense of nostalgia and captured the extravagant, expensive, old world charm of Palm Beach.

a royal reptilian

Aspirational but attainable - that’s the gist of it. To illustrate the idea of everyday luxury in an amusing, memorable and iconic way, I illustrated a "local" mascot - an iguana, local to the region, decked in royal garb. The robe and crown are based on actual Spanish regalia, as a nod to European influences that have greatly shaped the culture and aesthetic of South Florida.