Florella operates 11 residences, all located in the centre of Cannes. We helped the team design a fresh new visual identity and an engaging website.
Florella Résidences owns flats of varying sizes and styles, ranging from chic studios to spacious 3-bedroom duplexes. In a project to revamp their visual brand to better match the quality of their properties and the spirit of their team, Florella mandated Creative Supply to develop a visual identity that is distinctive, memorable and recognisable.
Yes We Cannes
To kick-start the project, we organised a workshop with Florella’s management and marketing teams in order to identify the driving forces of the brand. The idea was to position Florella as an established yet entrepreneurially-minded player bringing fresh vitality to the city of Cannes with their premium services, a new take on residential living, and collaborations with the “Cannoise” community.
“We first met Youri for a workshop on storytelling. The experience was great and opened our eyes towards the true values of our company. We then collaborated with the entire Creative Supply team in order to give our image a new look and to define our values, our style and our brand.”
Keys to the city
Early in the design project, it became clear that the visual identity needed to show strong local anchoring and a home-made feel, while highlighting Florella’s position as one of the largest independent residence operators. The creative team, made up of Nelly Damas (designer and illustrator) and Guillaume Verguin (UI designer), joined forces to develop a unique identity that combines the laid-back Cannes atmosphere and the Florella team’s own personal touch.
The logotype uses a simple font that conveys modernity and elegance. Adding to which, we created an F-shaped symbol representing a key – hinting at Florella’s role as a local expert who hands guests the keys to the city for them to live like a “Cannois”. The symbol discretely features patterns inspired by the sun, landscapes and sea of the Côte d’Azur.
To further integrate Cannes’ landscapes into Florella’s visual identity, the colours were inspired by the city itself : turquoise for the sea, light brown for the beaches, brown-red for the Provençal roof tiles and a warm green for the surrounding nature.
The photographic direction we developed emphasises a certain naturality, focusing on interior details and lifestyle visuals with people in them to bring the apartments to life. Furthermore, photos of the flats basking in natural sunlight help convey the city’s Mediterranean charm.
We created a series of bespoke illustrations to highlight the notion of warmth and belonging, some telling short stories, while others are accompanied by witty messages. We also drew illustrations of the residences, showcasing each building’s individuality while demonstrating their affiliation with the Florella brand, thus strengthening Florella’s positioning as a market leader.
Placing easy-use at the centre of the brief, the website structure and information architecture were simplified to facilitate user browsing and encourage direct reservations in a design that takes full advantage of the visual elements developed in the scope of our project, mixing colourful backgrounds, photos and illustrations. We developed mockups for all major pages and provided the development company Webcom with a complete User Interface (UI) kit specifying all design elements, interactions and button behaviours.
“Each member of the team was able to meet our expectations with quality work in an ultra-friendly environment! We recommend Creative Supply with our eyes closed.”
Florella’s new brand identity has been well-received by all project stakeholders and now guides design decisions for all Florella brand touchpoints. Our other design contributions include business cards, notepads, tote bags, brochures, letterheads and social media layouts. We look forward to collaborating with Florella in the future.