Branding for Bel-Aire Backyard, Durango’s expansive pool, bar and restaurant. Designed as a respite from the energy and chaos of the city — it’s the perfect place to relax and enjoy a drink and bite pool-side.
The identity was developed to pair with its sister lounge, with updated elements to signal a sense of serenity and playfulness. The colors were updated to reflect the pool furniture and architectural details, while the illustration style brings an approachable sophistication to the system.
CREDITS:
The New Company
Steven Olimpio, Creative Director
Jules Tardy, Creative Director
Ashlyn Lasson, Designer
Senna Leandro, Custom Lettering
Andie Vallee, Senior Project Manager
Matt Luckhurst, Founder / ECD
Illustrations, Zack Rosebrugh
Photography, Sahra Jajarmikhayat