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Aina Le’a Town

Branding and Icon Design

Aina Le’a Inc. is a land development company, focused on locating, planning, and building well-designed neighborhood communities for the benefit of the residents of the community and our shareholders and partners. With an investment of $80 million, the company acquired 1,100 acres of raw land in the Island of Hawai’i to develop the Town of Aina Le’a. The Master Plan consists of luxury villas, vacation homes, restaurants, shops, natural parks, service facilities. To bring its vision to life and turn the town into a real, living, upscale community, Aina Le’a Inc. hired I Mean It.
Nestled amongst the marvelous lava rock fields, and overlooking the white powder sand beaches and fabulously clear waters of the Gold Coast, the Town of Aina Le’a is envisioned to be the place of gathering for the affluent, somewhere they can live tastefully by the water while experiencing Hawaii’s authentic values.
With this vision in mind, our first task was to create a holistic visual identity for the Town, which would reflect its three unique characteristics: luxury, beach, and Aloha Spirit.
First, Inspired by the Hawaiian quilt we created a brandmark for the town. The four whales symbolize “gathering by the sea.” Next, we developed an authentic nomenclature for the six villages of the Town Aina Le’a. Then, we designed visual identity for each community by using Hawaiian motifs. Finally, we brought the Town of Aine Le’a by applying the new identity throughout all touch-points, ranging from stationery to signage, sales brochures, and uniforms.

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