Brand Identity and Creative Concept

Year: Currently on-going, 2021

Client: 1000 Island Hotels & Resorts

1000 Island Hotels & Resorts owns, develops and manages luxury hospitality projects. After the successful launch of Woods At Sasan, a sustainability and wellness focused forest retreat built on 8-acre mango orchard comprising 38-villas, 1000 Island is embarking on a new development for 40-unit luxury residences in a site that neighbours Gir Forest National Park, a wildlife sanctuary for Asiatic lions in Gujarat, western India.

Normal is undertaking a wellbeing-focused brand identity and creative concept development exploring the subject of ‘less but better luxury’ and ‘community betterment’. In addition to variously configured residential villas furnished to premium standards, expansive wellness facilities centered around Ayurvedic lifestyle and nutritional programs are being conceived.

Normal’s creative concept development is a uniquely innovative expertise which involves creative direction and brand experience programming. Creative direction of programming experiences – humanisation of space – is what makes a space alive and, ultimately, beautiful.  It’s about what goes where and what happens there.  Once creative direction is established, it can then be executed through brand experience.

Brand Identity

Normal undertakes a deeply collaborative process with its client to articulate who we are, what we are about and why we exist to find the brand’s purpose, positioning and expression. In our path to discovering brand identity, we bring together key stakeholders for ‘Igniting Purpose’ workshop.

You can download a sample summary of the methodology here.

Creative Concept

Often, building or space is designed by star architect or designer but it is devoid of life and soul, even worse, events take place which detract from the original beauty it was meant to create.  Creative direction of programming experiences – humanisation of space – is what makes a space alive and, ultimately, beautiful.  

It’s about what goes where and what happens there.

Brand Experience

Programming brand experience (BE) is what makes a venue immersive and experiential.  Normal adopts ‘seven stages of Guest Journey’ approach to BE development.  BE serves as the blueprint for design consultant as well as operator to carry out their work.


Envisioning the future is a never-ending obligation that requires us to be fully alive in the present as well as conjuring up the past.               

Jean Nouvel on Modernity


Engage Normal to discover your brand identity

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