Brand architecture, naming, strategy, narrative and copy for Samana Collecta, the new elevated sub-brand of Samana Developers, created for select projects defined by intention, precision and thoughtfulness. The project came through a proposal I wrote with an agency team, setting out the strategic and creative ideas.

The work covered the brand essence, pillars, differentiation, positioning, narrative, messaging and tone of voice, as well as launch ideas and experiential principles, followed by the copy for the website and digital campaigns. The goal was to create a sub-brand for projects like Maserati Island: highly curated and refined, and built around brand partners with a timeless heritage of refinement.

The strategy positions Samana Collecta for connoisseurs and collectors, who appreciate the maker, the provenance and the finish. Each location is chosen for the life it enables, and each partner for the culture and refinement it brings, so every detail speaks of discerning curation. The objective was to give a leading developer a distinct, discerning voice for its most refined projects, with Maserati Island as the first to embody it.