The Missing Element
The Missing Element provides luxury residences and boats in dream locations like Miami, Ibiza, Costa Smeralda. But most importantly, it knows how to vibe with its guests.
When travelling, some people don’t follow the guides: they follow the vibes. Their second homes are inspiring sanctuaries of freedom and fun, with a stunning seaview: Ibiza, Miami, Costa Smeralda. Here, they find The Missing Element, a brand providing the best seafront luxury residences and boats to best enjoy the experience.
But when you are dealing with such an audience, your offer is not enough. You need to be on their same frequency.
So, in partnership with our friends at MessUp, we designed a brand that would speak the same language, both verbally and visually, also drawing from the world of music and clubbing.
Starting from the brand strategy and moving into the visual identity, we crafted a world made of vastness, freedom, inspiration, sociality.
The logo – developed into a broad set of variations – blends the concepts of global culture and of a “missing part”: each location is potentially what we are longing for in our life.
The color palette blends the dark tones of luxury and the bright hues of the clubbing imagery, using a different hue for each location.
The logo is a minimal visual interpretation of the brand name and concept.
The brand creation effort was far-reaching: The Missing Element’s vibe is also expressed in the bespoke Spotify playlists and in the boat’s names.
The payoff “The place. The sea. The vibes.” encapsulates what the brand is all about.
The Missing Element vibes on social, too.
The brand’s bold attitude is well expressed by its website, where big images and big type, combined with dry and confident copy, state unmistakably the brand’s philosophy.
An unconventional navigation adds to the experience, taking our imaginations straight to the top floors of some of the most fascinating locations in the world.
The website speaks to our audience’s need for freedom and discovery: it was designed as the beginning of a journey, with vast open spaces to explore. Each destination has its own soul: no two places are the same for those who know how to enjoy them.
While making ample use of animations, the website has been designed to ensure all users get the best experience, no matter their device: a smart system assessment fine-tunes the level of animation for best results. The website also includes an e-booking system for the boat rentals.
Discover the place, the sea, the vibes.
GO TO WEBSITE
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