Celebrating modern beauty in a safe, luxurious and extravagant space. Embracing the history of the physical location's as a refurbished Bank, complete with vaults and grand architecture. The brand ethos centres around making the perception of aesthetic enhancements secretive' and subtle, to achieve natural results in a safe sanctuary.
In light of this our aim for the brand was to celebrated this with all the extravagance and glamour of old 1920's Hollywood's magnificent lifestyle and celebration of beauty, combined with a mysterious and elusive ambience to the brand.
BRANDING
The logo is primarily used in gold, creating a visual link to bank's history and the Art-Deco movement's golden days of film and beauty in the 1920's.
The logo aims to give off a mysterious and esoteric energy of both protection & glamour.
Using the motif of the Turkish 'evil eye' as as symbol of protection to ward off bad luck. The evil eye is a gift given to protect the wearer, in this case to act as a symbol of safety and guidance for the patrons of The Secret.
The surrounding outer spokes represent a dual motif of the bank vault handles and a 'sun-ray effect that is often used in the Art-Deco movement.
LUXURIOUS
EXTRAVAGENT
GLAMOUROUS
ESOTERIC
LAUNCH CAMPAIGN
Introducing the launch of The Secret was a subtle process, with the aim of building intrigue and mystery around the location. An extended renovation period allowed for many rumours, to circulate for us to work with in building a narrative to reveal the grand opening.
PRODUCTION & DESIGN
Using storytelling to craft a unique angle for building brand awareness and developing a hype build-up for the launch.