How It’s Going – Summer 2021 – The Pride
After the resort opened in 2013, we started seeing the logo around town. Then, it began making golf headlines internationally. Then, we began seeing it recognized as a luxury staple in Florida.
A decade has gone by since we worked on the Streamsong identity, and by chance, I had the opportunity to visit with friends and family. I got to stay as a visitor and really experience all of the things we envisioned more than a decade ago. We went through many exercises discussing how the identity would connect with audiences from a golf enthusiast all the way to someone visiting for the luxury spa (me). And it did. Beautifully. Everywhere you turned, the logo was alive. From merchandise to epic wall installations, it is embraced, and a part of this Florida destination.
Even above the world-class architecture, luxe rooms, and the incredible dining experiences, the natural surroundings were still the crown jewel of the resort. When many think of Florida they think of sandy beaches, but this resort shows the other side of Florida full of lush foliage and a calmer lake life. Through experiences like walking the unique topography while golfing, or fishing in the lake, all the way to more passively sitting poolside listening to the birds, the experience, like the identity, is still in complete harmony with nature.