Menlyn Maine

Intended to be a development in the genre of “New Urbanism”, the developer had a vision of sustainability, mixed use, style and development methodology.

HKLM was briefed to develop a destination brand from scratch that would support the above ambitions and act as a foundation for the marketing of the destination ‒ both at the initial sale stage as well ongoing communications.

HKLM developed a name and identity for the destination reinforced through alliteration; Menlyn Maine ‒ and further given richness of meaning through the semiology of the double “m” ‒ referring to the architectural theme of arches and the geometry of cobbled paving!

The identity was rolled out to all marketing collateral including the creation of the web site and outdoor

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