Culloden A Coastal Estate

Culloden A Coastal Estate

Luxury Estate Branding for Dual-Use Living

SCOPE 

Core Capabilities

  • Brand Architecture & Dual-Brand System

  • Estate Master Planning & Entrance Design

  • Digital Platform (Booking + Resident Portal)

  • Villa Sub-Brand Development

  • Environmental Design & Signage

Visualization & Development

  • AI-Assisted Architectural Rendering

  • Spatial Experience Design

  • Brand System Prototyping

  • Hospitality Journey Mapping

    DELIVERABLES

    • Dual-brand architecture strategy

    • Visual identity systems (estate + hospitality)

    • Villa sub-brand framework

    • Estate entrance redesign (architectural plans + renders)

    • Reception house concept

    • Digital platform (website, booking system, resident portal, mobile app)

    • Brand guidelines

    • Marketing strategy + launch campaign

 

Overview

Culloden is a luxury coastal estate in Jamaica a gated community of 30+ villas where owners live full-time, retire, or operate their properties as high-end vacation rentals.

The challenge: Create a brand system that honors resident privacy while enabling villa owners to compete in the luxury hospitality market.

We designed a dual-brand architecture: one identity for the estate (community, belonging, discretion) and one for hospitality (visibility, bookings, guest experience) unified by visual language but distinct in purpose.

The Problem

Caribbean luxury real estate operates in extremes.

Traditional estates prioritize resident exclusivity but villa owners struggle to market rental properties without estate-level branding. Resort developments offer branded hospitality but sacrifice the privacy and autonomy that buyers want.

Culloden sat between both worlds and had neither:

  • No unified estate identity

  • No hospitality presence or booking platform

  • No distinction between residents and rental operators

  • Dated entrance experience that didn't reflect property values (£1.5-3M per villa)

  • No digital infrastructure for either community or guests

The estate had 20+ years of history and ocean views but no language to express itself.

The Approach

We split Culloden into two brands operating as one system:

CULLODEN — The Estate

For full-time residents and long-term owners.
Positioning: Private, timeless, rooted in community and Jamaican heritage.
Tone: Quiet dignity. Belonging without exclusivity.

CULLODEN BY THE SEA — The Hospitality Brand

For rental properties and guest experiences.
Positioning: Coastal luxury hospitality — villa-level privacy, resort-level service.
Tone: Warm, inviting, aspirational. Destination-focused.

This structure gave each stakeholder what they needed:

  • Residents maintain estate prestige and privacy

  • Villa owners gain hospitality visibility and booking infrastructure

  • Guests experience curated luxury (not generic Airbnb)

Brand & Touchpoints

The estate had an existing anchor symbol — heritage, but underutilized.

We refined it: cleaner lines, balanced proportions, confident without being corporate.

Visual Identity

Resident-facing:

  • Debossed stationery (cream stock, subtle anchor emboss)

  • Estate signage (stone monuments, palm-lined entrance)

  • Security credentials (magnetic cards, vehicle passes)

  • Community communications

Hospitality-facing:

  • Website + booking platform (Culloden by the Sea)

  • Villa sub-brands (each property gets individual identity)

  • Guest collateral (welcome guides, concierge cards)

  • Social media (Instagram-led destination marketing)

Design principles:

  • Minimal but warm (not cold minimalism)

  • Natural materials (stone, wood, palm, ocean)

  • Typography: Serif for estate (timeless), sans-serif for hospitality (modern)

The brand doesn't compete with the view — it frames it.

THE GATEWAY & ARRIVAL EXPERIENCE

The entrance was the estate's first impression — and it felt dated.

We redesigned it as a landmark:

Physical Interventions

  • Palm-lined approach: Double rows of royal palms creating ceremonial arrival

  • Anchor monument: Stone-set anchor symbol at entry (brand as architecture)

  • Security pavilion redesign: Contemporary structure replacing dated guard booth

  • Layered landscaping: Native plants, lighting, spatial definition

  • Reception house: New structure where residents + guests check in before reaching villas

Spatial strategy:

Create layers of arrival each building the experience. By the time guests reach their villa, they've already felt the estate's character.

Digital Product

One platform. Two user types.

For Residents & Long-Term Owners:

  • Property management dashboard

  • Maintenance requests

  • Estate updates & communications

  • Community calendar

  • Security notifications

  • Amenity booking

For Guests & Rental Properties:

  • Villa discovery + booking engine

  • Individual villa profiles

  • Concierge requests

  • Estate navigation

  • Smart check-in

  • Local recommendations

For Villa Owners (Rental Operators):

  • Listing management

  • Booking calendar integration

  • Guest communications

  • Revenue reporting

  • Maintenance coordination

Design philosophy:

The app mirrors the environment: calm, intuitive, uncluttered. Navigation is spatial (think: walking the estate) not hierarchical (corporate menu systems).

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