Albany

When I started, Albany was a master plan and a conviction: 600 oceanside acres on New Providence in the Bahamas, founded by Joe Lewis and Tavistock Group with Tiger Woods, Ernie Els and Justin Timberlake. It had to work as a world-class resort and as a real home for families, at the same time. It opened in 2010.

The audience could buy anything. You cannot impress people like that with more, because more is what everyone shows them. And the place kept growing underneath the brand: a superyacht marina, residences by Bjarke Ingels Group, Morris Adjmi, Gwathmey Siegel Kaufman and HKS, a golf course, and more than a dozen restaurants and amenities, each needing a name and a face of its own.

Coherence was the strategy. One visual language and one tone had to hold from a residence brochure to a tournament banner to a dinner menu, without ever raising its voice. I led the teams that built it: the identity systems for every venue on the property, the photography standards, the sales and real estate presentations, the resort app and the events. When professional golf arrived, we built the first brand for the Hero World Challenge there too.

Albany doesn't have a finished version either. A place like this keeps growing: new residences, new venues, a new season of events every year. Each one has to arrive sounding like it was always there. Getting that right, again and again, is the last ten percent at Albany, and it's still being worked on.