Aawen were recently commissioned by Harbour’s Reach to help create a new brand identity for them. Offering waterside holiday accommodation in Falmouth, this established business wanted to give their image a new polish to appeal to their discerning target audience – typically couples over 55 years old and of reasonable affluence.

Following our tried and tested design methodology, the Aawen design team created 20 preliminary designs which ranged in style from contemporary, traditional, light-hearted, corporate, illustrative, fresh and busy. After review, these ideas were then narrowed down by the client to 3 options for further development, which we then proceeded through various stages to reach a final three which the client then market tested.

When all the feedback was collated from over 40 existing customers of Harbour’s Reach (i.e. existing clients that were good representations of the future target audience), a final choice was made. The final stage was then to add colour, trial the logo on a business card and letterhead and to supply a set of brand guidelines to help the client formally adopt this new identity.

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