Case Study
THE WELL Coconut Grove
Coconut Grove, Miami, FL · Brand Extension, Visual Identity, Collateral
Completed in-house at Terra Group, developer of THE WELL Coconut Grove.
The Situation
One brand, two neighborhoods that look nothing alike
THE WELL already had a building selling in Bay Harbor Islands, with brand guidelines built around sand and stone. The Coconut Grove project was launching under those same guidelines, in a neighborhood defined by canopy, shade, and green.
Run unchanged, the guidelines would have described a place the buyer wasn't standing in.
The Decision
Two buildings from one brand shouldn't look like the same building. Make it a sibling, not a twin.
How It Showed Up
What changed, and what didn't
What changed
A palette drawn from the Grove itself: greens and browns in place of the sand and stone that belong to Bay Harbor Islands. The visual language now answers to the neighborhood a buyer is actually walking through.
What held
Everything that makes THE WELL recognizable. The brand language and core elements carried over unchanged, developed alongside THE WELL brand team rather than around them, so the two buildings read as one family.
Where it ran
Across the full suite: fact sheet, brochure, neighborhood guide, eblasts, and advertising. A second identity only works if it is applied everywhere. Leave one piece on the old palette and the whole distinction collapses.
The Work
The Grove identity, applied
Fact sheet
Brochure
Eblasts
An identity has to survive at four hundred pixels wide or it isn't an identity yet. Scroll any panel to read it end to end.
The brand credential piece: six pillars and the medical advisory board, establishing why THE WELL is not an amenity package.
A grounding meditation guide rather than a sales pitch. Useful first, building second.
Product-specific, on the same palette. The townhomes make the case for the Grove at street level.
Role
Scope of the work
Brand Extension Strategy
Defining what should differ between the two buildings and what had to stay fixed.
Visual Identity
A Grove-specific palette built inside THE WELL's existing system.
Brand Stewardship
Working alongside THE WELL brand team so the extension stayed sanctioned rather than improvised.
Brochure
Rebuilt on the Grove identity, from cover through the amenity pages.
Neighborhood Guide
A Coconut Grove guide making the case for the address as much as the building.
Campaign Collateral
Eblasts and advertising on the new palette, so every touchpoint agreed.