The Cape
Define, design, and craft the story for a last-of-its-kind community on Kiawah Island where the ocean and river meet.
- Art Direction
- Brand Identity
- Brand Positioning
- Copywriting
- Environments
- Illustration
- Naming
- Photography
- Signage
- Web Design
- Web Development
The Cape is a 14-acre oceanfront community within Kiawah Island’s original West Beach neighborhood.
Located at the intersection of the Atlantic Ocean and Kiawah River, The Cape offers 78 luxurious residences, an array of amenities, and the once-in-a-lifetime chance to reset life to the rhythm of the tides. The Cape’s name nods to both the community’s geographical definition — and the love and nostalgia the world has for renowned “capes” like Cape Cod and Cape Hatteras.
The robust website is a treasure trove of fascinating facts, deep dives into the Cape Club and Kiawah Island Club amenities, residence and penthouse details, neighborhood and amenity maps, subtly animated illustrations, iconic photography, and evocative copy that invites users to connect with The Cape’s sales team.
The brand design reflects the soulful, irresistible energy of life along the water, the enduring relationship between people and place, and the development team’s commitment to sustainability and stewardship.
The primary logo is a custom wordmark with angular letterforms inspired by traditional serifs and paired with a nostalgic script.
The dramatic curves allude to The Cape’s crescent-shaped beach and the community’s vibrant energy. The secondary mark is crescent-shaped C with a monoline palm tree. Together, they infuse a touch of modernity to the classic monogram.
The effortlessly adaptable identity system comes vibrantly to life in an array of digital, print, and environmental mediums across the property.
From business cards, postcards, note cards, sales brochures, and embossed-envelopes to signage, wayfinding, merchandise, and even, branded wheel covers for the sales team’s Defender. A promotional brochure weaves together inviting copy, iconic photography, and fresh, vibrant design highlighting The Cape residences, amenities, and you-have-to-see-it-to-believe-it lifestyle.
Documentary-style photography brings The Cape lifestyle to life on digital platforms and an array of print materials. Simply styled, snapshot-like images of multigenerational families and friends capture a mix of intimate, relaxing moments and activity, like swimming and cycling.
A collection of graphic elements add intrigue and flexibility, allowing the brand to seamlessly translate across mediums and applications. Whimsical, hand drawn illustrations are playful accents in the brand’s visual language and nod to the relaxing vibe of life along the water.
The color palette and striped patterns of vibrant greens, corals, and oranges reflect the hues of the landscape, sunrise, and sunset, highlight brand messaging, and nod to the style of vintage beach club designs.
Response to The Cape on Kiawah has been overwhelming — with 38 of Phase One’s 40 residences sold on opening day. Just as expected for this beautiful retreat of sea, sand, marsh, and river. And a way of life that delights in connection and joy.
