Shell bay
Agency — King & Partners
The Challenge
Once known as the Diplomat Country Club, Shell Bay was set to become something entirely new—a world unto itself, anchored by an intimate hotel managed by Auberge Resorts Collection.
The vision was ambitious: to create a destination of rarefied living, where a private club, hotel, and residences converge into a singular experience. The challenge lay in shaping a brand that could embody this level of exclusivity and refinement, while resonating with a new set of globally attuned, high-net-worth individuals.
The Solution
We shaped a brand defined by quiet confidence and considered detail. Guided by the idea of A New Vantage Point, the brand frames Shell Bay as a place of perspective, where land, water, and lifestyle exist in harmony—anchored by a world-class sporting culture of the highest caliber. From identity to campaign to digital and on-property expression, every touchpoint was crafted to flow seamlessly, uniting wellness, leisure, and elevated hospitality into a cohesive whole.
The result is a highly coveted enclave along Florida’s Gold Coast, where luxury and lifestyle come together in perfect balance.
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Uncovered the opportunity to reposition the property as a world-class, highly exclusive destination defined by privacy and prestige.
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Defined a brand platform rooted in A New Vantage Point, shaping a more refined, perspective-driven approach.
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Developed multiple naming directions, ultimately arriving at Shell Bay, reflecting its setting and sense of quiet exclusivity.
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Established a tone that is composed, confident, and understated, expressing luxury through restraint.
A vantage point defined—where vision, place, and perspective align.
“Shell Bay is the first private club in the Miami area in more than two decades and the price of membership for what its founders are calling a “generational opportunity” is well over $1 million. And there’s a waiting list to get in.”
FORBES
Creative Team — Tony King, Bri Heu, Joe Granato