Category Illustration

Playing up tradition

A long standing South Florida Landmark, Fairmont Turnberry Isle Resort embodies the essence of elegance and indulgence. This member of “Leading Hotels of the World” boasts 392 spacious guest rooms and suites, two 18-hole Raymond Floyd-designed championship golf courses, a private beach front Ocean Club right on the Atlantic, the exclusive award-winning Willow Stream Spa and fitness center, a tennis facility with four clay HydroCourts, three pools including a new lagoon-style pool featuring a waterslide, lazy river, private cabanas and poolside dining.

For Square One Branding the challenge was to revitalize and expand the resort’s private label offering.

An in-depth understanding of the target audience and the resort’s offering inspired the creation of the phrase “Play Turnberry.” A term that would inform everything that the team was to develop for the logo campaign. A fresh and bright color palette was used and the iconic logo was infused with an air of fun for a more contemporary look & feel. Stylized illustrations were created that speak of the resort’s tropical location and its vast array of amenities. In addition, argyle and tartan patterns were intermixed to add drama and convey a sense of tradition.

Worldwide guests can now enjoy their stay at this posh Mediterranean-style playground and on their way home, bring something stylish that will remind them of fun times had with family and friends.



Playing on Heritage

Directly located on the Atlantic Ocean and the heart of South Beach, The Loews Miami Beach Hotel features a fusion of cosmopolitan style and Art Deco influences in its 790 guest rooms, including 52 luxury suites. With this understanding, the Square One Branding team set out to create custom illustrations that would capture the essence of this historic location as well as the glamour of a bygone era.


The end result is three distinctive graphics that are reminiscent of Art Deco travel posters of the 30 and 40s, but still relevant to the location and the property today.