Belmaire, in one word, is the essence of not only the residence itself, but a reflection of the owners’ surname and heritage. 

We were invited by the Belmonts — owners of Belmaire — to name and brand their abode located in the Lido Shores neighborhood of the coastal city of Sarasota, Florida, to represent what they love most about their home and family heritage. We worked through our naming and branding process — creating a brand architecture as a reference for name creation and brand visualization. 

We began with the Belmont surname which is Welch in origin. We knew we wanted a “family crest” element of some sort. Within the crest, we introduced a seahorse icon to represent both the patriarchal and matriarchal influence of the family while also echoing aquatic life. The seahorse is crowned with a triple-jeweled tiara representing the three ladies in the family and the five wing feathers symbolize each member of the Belmont family. Finally, the treble clef tail points to the owners’ musical talents — as it terminates into the half-dome shape of a sunset — a highlight natural characteristic of the Gulf Coast of Florida. 

DISCIPLINE
Naming, Brand Identity

SECTOR
Real Estate, Resort / Luxury Living

AWARDS
LogoLounge ✷ Book 15