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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 custom luxury villas was inspired by a plant that can be found in Hawaiian islands. Lehua blossom is believed to be one of the most beautiful and delicate forms of the Pele, the goddess of fire and of the volcano.

Our next job was to create a visual identity for Lehua. Inspired by the Lehua blossom, we designed a brandmark by using the motif of the flower and chose red as a strategic color. Then, we created a character to personify Lehua. And finally, we applied the new visual identity to vehicles, signage, and sales brochures.

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