Villatel Orlando Resort
Limitless Possibilities.
2023 / SPARK
Branding & Visual Identity
Role: Lead Designer
Team
CD: Elliott Bedinghaus
Copy: Michael Higgins
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Reimagining the family vacation, Villatel Orlando Resort combines unmatched accommodations and unexpected amenities to create a first-of-its-kind experience that lives up to the boundless spirit of Orlando itself. Villatel allows families a first-in-class getaway to a world of Limitless Possibilities, whether seeking a generously appointed home base for theme park excursions, some much-needed bonding time in our spacious enchanting villas, or over-the-top adventures right on the property.
We were approached by Villatel to create a modern, dynamic brand identity for their new resort based in the middle of the most notable attractions Orlando has to offer. My role in this project was to concept various visual directions from the developed brand foundation focusing on “Limitless Possibilities”.
The custom Villatel Orlando wordmark was inspired by the shapes throughout the property and the identity; each letterform starting from a basic shape.
One of the main challenges was connecting these two wordmarks in a way that complemented each other without compromising the original Villatel wordmark. One solution was to utilize the underline in Villatel as the starting point of the surrounding shape.
The various shapes symbolize the variety of possibilities that can be found on the property; from it’s diverse collection of accomodations to the numerous activities guests can partake in.
I created a simple and easy-to-navigate iconography system for the property that is used within brochures, digital assets,
and wayfinding throughout the resort.
Unused Concept
This concept was built around the same idea; highlighting the limitless possibilities. Within this version, we explored using the shapes to create the wordmark, broadening the color palette with darker and pastel tones, and a more modern typeface offset by hand-drawn icons and elements to provide emphasis on activities, copy, and more.
The client gravitated towards a bold shape wordmark approach. Each letterform was created utilizing the shapes throughout the identity. Here is one of the first explorations of that usage; however, the client felt that Orlando was hard to read.
Refined Logo Exploration
Throughout this project, I explored multiple wordmark and logo ideas through various sketches. Shown below are refined examples of the various routes we took to find a solution in merging the two wordmarks.