Design Direction, Design
A new ultra-luxurious residential property, Altaire is the first waterfront project in Millenia, Orlando’s destination neighborhood. Altaire’s brand identity is a synthesis of the lakefront lodge architecture, the modern high-end amenities, and the lush Florida landscape. Span worked directly with Florida-based developer, America Land Ventures, to create the property’s name, design the brand identity and marketing brochure.
In reflection of the unique property, Span designed Altaire’s identity to create an image of calm, relaxing elegance.
The name ’Altaire‘ is inspired by the tranquil act of nighttime stargazing, derived from ’Altair‘ one of the brightest stars in the northern hemisphere. The visual brand identity centers on a contemporary, deco-like, sans-serif logotype that embraces the property’s A-frame roofs. The second ’A‘ is perfectly positioned creating a harmonic form that rests well on the center axis. Altaire’s custom pattern used across the identity are designed, geometric abstractions of leaves from a native Orlando tree species. The identity sidesteps typical tropical colors by using a rich color palette, evocative of forest greens, fresh-water blues, and touches of gold. Altaire’s photographic direction steered clear of life-style imagery, instead, focused on details of nature.