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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 lakes and park was inspired by a Hawaiian legend. We simplified the word “Malia I Ke Kai” -calm are the seas- to capture the tranquil nature of the village and the healing role it would play.
Our next job was to create a visual identity for Malia. Inspired by the peaceful and sacred waters of Hawaii, we designed a brandmark by using the motif of water and chose blue as a strategic color. Then, we created a character to personify Malia. And finally, the new visual identity was applied to sales brochures, signage, and uniforms.

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