The Setai


Developer Orange Limited purchased a stunning piece of property in Pearns Point, Antigua and sought to develop both a luxury hotel and residences. The Seventh Art was asked to help merge the aesthetic of a well-known hospitality brand, The Setai, which has a quintessentially Asian feel, with the look of the Caribbean and the aesthetic of a Dutch architect, Piet Boon, who designed the residences.

During the brand architecture phase, we facilitated a compromise between the project participants and arrived at a design approach that aligned all the assets into one striking offering. This resulted in materials that featured elements of the Setai brand system, but which felt Caribbean in feel and reflected the neutral Piet Boon palette, including a 4-part book series (housed together), a web site with clear hierarchy and all related collateral. The materials speak to both those who will buy homes on the island as well as those who
will visit on vacation.

The Seventh Art has created a system that unifies all of the strongest elements of the brand and makes it turnkey to carry out the rest of the branding for this highly anticipated project.

Brand strategy, naming, logo design, website, brochure, brand collateral, advertising campaign, photography art direction, copywriting