As one of the premier wedding and event venues on Long Island, The East Wind has enjoyed a long and storied history of success. Riding that momentum, the organization saw an opportunity to expand its facility and services beyond that of solely an event venue, but also into a full vacation destination — including hotel, spa, restaurants and shopping — all at one location. The East Wind came to [ZDI] with the notion that all of these subsidiary operations could be united under a cohesive master brand that would communicate to customers that all these world-class resources were part of a tightly integrated, one-of-a-kind full-service guest experience. Each division of The East Wind family would have its own unique logo mark within the overall portfolio of East Wind brands. Along with the branding makeover would also come a new Web site, not only showcasing the new experience, but also extending The East Wind brand message to encompass the benefits of a total vacation destination.
Establishing The East Wind logo mark was the first step, since this primary visual asset would set the entire tone for the brand. We explored multiple directions and styles with the client, collaborating hand-in-hand to find the ideal balance between the vital tradition the brand had enjoyed to date and the new modern direction they wanted the organization to pursue.
Designed for versatility, key design elements of the primary logo would now be applied across a full family of subsidiary logos. While each sub-brand needed to stand independently as its own entity, it was a strategic mandate that all divisions maintain a recognizable branded connection to The East Wind master brand, reinforcing the location as a full-service premier vacation destination.
With the complexity of potential applications presented by a broad brand strategy such as this, a style guide is an indispensable tool for establishing mandatory usage conventions for maintaining brand cohesion. The proper use of all master and sub-brands is detailed in depth, ensuring that the same professional image is presented across all forms of media —including print, Web and social applications. Moreover, a properly used and adhered to style guide prevents the brand from being compromised when in the hands of other design teams.
When considering the vastness and diversity of The East Wind’s full target market, it’s essential that a consistent and optimized Web presence be presented across all devices. Users will log in from home, work or on-the-go, and the Web experience they’ll be met with needs to connect and communicate effectively regardless. Responsive design methods were implemented to ensure a reliable and predictive user experience regardless of device: a clear picture of what the venue has to offer and how to contract its services.
If you’ve got it, you want to flaunt it! With all that The East Wind has to offer, one of the primary business objectives for the site was to attract visitors and make it easy for them to book reservations. Site structure drives users to make contact with representatives of The East Wind, getting them to take advantage of the attractions and special packages, and converting these curious viewers into paying guests.
Ultimately, the Web site is a showcase of the The East Wind. Beautiful photography and compelling imagery is used to draw visitors in and to let everyone see just how breathtaking the East Wind truly is. Elegant cuisine, extensive views of the grounds, glimpses of its spectacular interior décor, along with a tempting look at its cadre of services all conspire to present luxury and value that must be experienced to be believed.
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