Branding
Helen Cummins is one of those women who transmits so much passion and energy in all that she does that it infects everyone around her. Almost 2 decades ago she felt in love with Mallorca and was there where she realized that there was not enough good quality information available in English about Mallorca. Years later she started her first idea, abc-mallorca, a multilingual search engine which has grown into one of the island’s largest and more relevant information portals for the island. The following year she launched the lifestyle magazine abcMallorca, which is recognized as the market leader on the cosmopolitan island.
Through her personal brand, Helen Cummins luxury livestyle, she transmits her own experiences, an an intimate portrayal of Mallorca providing the very best the island has to offer.
When Helen asked us to review her brand, we should be able to immerse ourselves in her world, soak up her creativity, excellence and avant-garde to reflect all her essence in a brand. A sophisticated image that inspires luxury, but not the classic image of luxury, but one that is exclusive, authentic, an alternative to classism that does not follow trends, creates them. A brand that embraces the greatest luxury of time well spent.
The first step was to review the tagline that completes the name and summarizes the essence of Helen’s story. A story that invites you to discover the best of Mallorca, its culture, its people and places and feel part of a unique place, an experience to live and feel with the 5 senses … Because life is better slow.
To transmit this philosophy and sense of timeless luxury and elegance, we define a new brand font with thin, bracketed serifs providing a consistent flow of text and a romantic feel. For the baseline a simple, fine and clear font has been defined that coexists perfectly with the corporate.
For the reduced version of the brand we seek to define an element that transmits that feeling of having to forget everything to remember the essentials, a graphic element that symbolizes the feeling of stopping to reconnect with our environment, a virtual OFF / ON that let us discover a new way to discover Mallorca.