project profile | City of Indian Wells
Indian Wells is an exclusive California desert sanctuary that boasts the finest luxury lifestyle and is the host-city of big events including the Pacific Life Open and Skins Game. Their vision was to grow its regional reputation and become an internationally recognized luxury destination. The City had made impressive investments in the Indian Wells Golf Resort and IW Club special events center to enhance the resident lifestyle while increasing visitor appeal.
To achieve their goal of international recognition required a clear brand position, strong visual identity system and cohesive communications campaign to complement it’s internationally televised sporting events. The story of the original wells became the inspiration for the development of a distinctive visual signature and comprehensive communications campaign that resulted in broader tourist interest and increased brand awareness.
