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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.
The first step in our quest to create a holistic brand identity was to create a brand architecture for the Town Aina Le’a. By working with a local naming expert, we created an authentic nomenclature for the six villages.
The name of the single family homes was inspired by a saying in Hawaiian, “Kala I Ka Mauli Oli,” which means “the sun is the source of life.”
Our next job was to create a visual identity for Kala. Inspired by the sun, we designed a brandmark by using the motif of sun and chose yellow as a strategic color. Then, we created a character to personify Kala. And finally, we applied the new visual identity to sales brochures, signage, and uniforms.

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