AGENCY: Red Antler
CREATIVE DIRECTION: Christopher Knowles
DESIGN: Mai Saito, Evan Pokrandt
For most, owning a second home feels like a far-away milestone, maybe even a fantasy. Summer makes second home ownership a real possibility with a unique gradual ownership model that feels too good to be true—but it is. We created a comprehensive brand world that embodies the liberating feeling of owning a second home, with an endless-summer energy and a laid-back ethos that inspires people to start investing in their dreams. “The good life” inspires every part of the work; from the glowy, lilting wordmark to fanciful illustrations to art direction that invites you to come in and luxuriate. Combined into a sweeping array of creative assets, the brand reminds us that Summer isn’t just a season, it’s a state of mind.