SouthCove Community Branding

Barefoot Living Comes to Dana Point

Long before construction of Dana Point's only barefoot community began, the brand of South Cove was developed. The objective was to showcase the community's best amenity - the neighboring beach and coastal lifestyle - so that buyers would first fall in love with the area, and once built, the homes would sell themselves. Without product renderings or photography at our disposal, and to authentically capture the area and activities available, an on-site photoshoot was held using local models to highlight the water sports, surf culture, and social options of Dana Point. Additionally, descriptive language was written and locally-sourced stock photos were used to illustrate the laid-back luxury at South Cove. From the initial naming, logo development, brand positioning, photoshoot, and website design, I played the role of art director, designer, and copywriter.