Our journey into a hidden gem in the Algarve
Ombria Resort introduces a new generation of sustainable real estate and hospitality. Deeply rooted in the Algarvian community and surrounded by Nature, the project moved away from the coastline to find its way back into Nature’s hidden gem, the heart of the authentic rural Algarve, in Portugal. Apart from building in harmony with local traditions and architecture, Ombria Resort revealed a strong commitment to becoming an ambassador for the region. Our challenge: align the brands’ visuals and communication with this message and objective, raising awareness to its purpose.
Sustainability lies at the core of Ombria Resort’s values and mission. As they put it: “Sustainability is so much more than something we do; it is a part of who we are”. Hence, the branding strategy required a full alignment with this commitment, and we meticulously explored this sustainability principle while rethinking the different touchpoints of the brand.
After two years working with Ombria Resort, we can now see a brand that expands consistently and whose values are expressed throughout its different elements: from construction strategy and maintenance to stationery, signage, collaterals, visual communication and the brands’ own products.
How we’ve been helping
- Branding: tone of voice; extensive brand book with visual communication guidelines; entry kits for awards’ submission; photography
- Real Estate communication: brochures and marketing assets; technical drawings and spec sheets for sales department; UI/UX design for Sales App
- Design and Digital Strategy: UI/UX design; content strategy and management; copywriting; animated infographics; social media and community management; PPC Ads; digital performance reporting
- Campaign: promotional film creative concept and co-production; digital advertising strategy; copywriting and guidelines for social media; content for social media;
A hospitality brand with sustainability AT the core
Ombria Resort’s project and commitment stand upon a clear vision which intends to create a sustainable luxury concept in the heart of one of the best destinations in Europe, the Algarve. The brand promises to provide the finest resort experience by delivering a luxury development which is perfectly integrated into this yet unexplored and unique region. At the same time, the brand highlights the meaningful and authentic experiences and exceptional levels of service to hotel guests and property owners, pledging itself to transform touristic stays into discovering journeys. On the other side, its most essential core value is to protect and enhance the indigenous natural landscape, boosting the local economy, and contributing to the preservation of the local culture and heritage.
The challenge: entering a new stage
When João Costa, Ombria Resort’s Director of Sales & Marketing reached out to us two years ago, the challenge was clear. The project was about to enter its construction phase, and albeit the brand visuals existing already for 2 years, there was still much work to do to guarantee consistency across touchpoints. With construction scheduled to start in 2019, the company needed to raise awareness of the brand’s unique proposition and prepare all the necessary assets to move to the sales stage.
Let’s bring the brand to life
As we began delving in the brand, we felt that despite having a strong logotype, it lacked versatility. Most importantly, the link to sustainability and the roots in Algarve traditions were somewhat missing. To address this, our first step was to study and expand Ombria’s visual universe, to make it more adaptable and, at the same time, create extensive communication guidelines for offline and digital channels.
Rethinking the Brand identity
Working from a simple chromatic palette – white, intense green and beige – we studied the inclusion of an additional elegant copper-like colour. We adjusted the green tone of the brand to make sure it was suited to print in recycled paper while, at the same time, having a fresh look on digital displays. The Ombria logotype, comprised of wordmark and symbol, was already visually strong but required supplementary variations to make it more versatile, especially for digital communication. Moreover, the brand required strong photography guidelines to enhance the visuals. Photography needed to channel the Algarvian countryside daily life, so we looked for a palette of earthy greens and browns and imagery that alluded to local materials’ textures and endemic vegetation: leaves of the carob tree, olive tree and almond tree.
Foreseeing the needs of the brand in the long-term, we developed a set of iconography to be applied in signage and other print pieces. The entire stationery and real estate brochures were designed to be printed on recycled or plain paper, and always with the certification of the Forest Stewardship Council (FSC) – a practice that reinforces the brand’s commitment to sustainability.
Maps, property plans and spec sheets are essential as the project moves to the Property Sales phase. We designed them bearing in mind the intended client for the properties. These pieces were carefully brought to life from outstanding architectural drawings, and they were thought to maximise the clients reading and visualisations of the property. We had to match Ombria keen on perfection to do this.
From the façades of the Sales Office to simple coasters, pens, notebooks and clients’ gift boxes, our approach to design was based on integrity and upholding the regional-related legacy to reinforce the brand’s role as an ambassador of Algarve. Whenever possible, we tried to incorporate genuine and natural materials like wood, cork and glass.
This was quite evident when we designed Ombria’s “medronho” bottle (a high-percentage spirit distilled from the fruits of the arbutus tree) while working with a national cork supplier. Leaning over each project with a magnifying glass to keep with the client’s expectations was the path to exceptional results. And we loved it.
Content for digital channels
One of the goals in the content strategy of Ombria Resort’s website and social media is to establish the brand as an ambassador for the Algarve.
Instead of focusing solely on its real estate offer, we identified several vectors of content aligned with this purpose and of great relevance to Ombria’s target audience.
This allowed us to consider different assets in the content strategy besides the stunning photography and renders of the properties: educational infographics on the resort’s commitment to sustainability, illustrations that represent its botanical variety or motion graphics that tell regional tales.
To communicate Ombria’s offer required some wit. Since most of their competitors’ real estate offer is located by the sea, they often use Algarve’s most recognised unique selling point: the paradisiacal beaches. This could pose a significant drawback to the brand but, instead, we chose to use it to Ombria’s advantage, highlighting its distinctive character: a commitment to values of environmental responsibility and sustainable living. Reinforcing this uniqueness worked as a guideline for the brand’s successful communication.
Raising awareness through sustainability
As a new brand in the market, one of Ombria Resort’s concerns was to obtain international recognition to reinforce its credibility. Albeit not the main focus, this was of enormous relevance to increase the visibility of the brand. It was also essential to distinguish Ombria’s efforts around its entire mission which lays upon sustainable values, quality and the uniqueness of its properties.
An exciting challenge we had was designing Entry Kits to be submitted to the International Property Awards, considered the largest, most prestigious, and widely recognised Real Estate programme throughout the world. We opted for reinforcing the values of the brand focusing on sustainable products, handmade techniques which would add value to such product.
For 2019, it was with these values in mind that a distinctive, elegant and genuine entry kit was designed. In essence, a handmade bound book, printed on a recycled, FSC-certified paper to reflect the reliable, genuine and natural characteristics of Ombria Resort. It was placed inside a wooden box with Ombria’s coat of arms engraved by hand, with the brochure printed on recycled paper and bound with ancient artisanal techniques.
With great satisfaction, we’ve seen Ombria granted several awards in the last couple of years:
- In 2018, the “Best Residential Development, Portugal with the Viceroy Residences at Ombria Resort” and “Best New Hotel Construction & Design, Portugal with the Viceroy at Ombria Resort”
- In 2019, the “Best Sustainable Residential Development with the Viceroy Residences at Ombria Resort”.
“It’s always now” ombria resort campaign
In 2019, Ombria Resort briefed us to create a campaign to promote their luxury properties and lifestyle. “Slow luxury living” was the concept in mind to develop the promotional campaign. In these unprecedented and uncertain times, the search for tranquillity, stability, and security in a secluded region has gradually increased. The campaign, “It’s Always Now”, launched in 2021, consists of a mini-film and several videos and photographs that are being used in the Resort communication media to promote a unique lifestyle. Produced in inland Algarve, and having the Viceroy Residences show apartment, the golf course, and its landscape as the perfect backdrop, the movie captures the beauty of natural sceneries, with Rocha da Pena, Fonte da Benémola and the Falésia beach, but also highlights the picturesque village of Querença and the city of Loulé, with the showcase of well-known places like the Loulé market and the historic downtown.
Moving forward
Our approach in this project has always been detail-oriented, committed to a solid brand identity and humble communication. Ombria remains truthful to itself, pacing each day to be one of the greatest ambassadors of the genuine and pure Algarve.
In the last two years, we have seen the project grow, and we’re honoured with the recognition the brand has gained and proud to contribute to this success with projects such as the designed entry kits that have awarded Ombria Resort with several International Property Awards.
It is with a reinforced determination that we continue working hand in hand with Ombria Resort now strengthening our partnership to help them explore both their offline and digital channels.
If you want to learn more about Ombria Resort, check their website at ombria.com.
PROJECT TEAM
Creative Director: Sandra Lopes
Art Director: Mónica Loureiro
Business Strategist: Isabel Evaristo
Communication Designers: Mónica Loureiro, Daniel Gomes, Sónia Duarte, Beatriz Varela
UI/UX Designer: Daniel Gomes
Motion Designer: Míguel Spínola
Photographer: Ramiro Mendes
Copywriter: Isabel Evaristo, Marta Gouveia, André Oliveira
Social Media & Community Manager: Marta Gouveia, André Oliveira
Digital Marketing Manager: Karolina Szmit