A Splendid Name for a Luxury Resort
Mires makes “Terranea” Lowe’s new moniker for multi-million dollar project
San Diego, CA, November 14, 2005—Mires, San Diego’s largest brand design firm, has completed the naming and identity
development of Terranea Resort, Lowe Destination Development’s newest resort and real estate project in Palos Verdes,
California. The $320 million undertaking includes a 400-room hotel, 82 for-sale homes and a host of luxury resort amenities.
“We chose Mires because of their reputation as a highly strategic firm that could translate the stunning oceanfront
location and unique characteristics of the project into an identity that embodies the brand and will provide maximum
recognition in the long term,” said Michael Hardisty, senior vice president for Lowe Destination Development. “I think
we’ve accomplished our goal.”
Relying on extensive research, a propriety naming process and twenty years of brand development expertise, Mires named
the property “Terranea.”
“Long known by its working name, ‘The Resort at Long Point,’ the change to Terranea supports the perception of a luxury
class resort destination, suggests the resort’s coastal setting and Spanish architectural influence, and invokes the
romantic qualities of the Mediterranean,” said Mires principal, John Ball. “We look for a good ‘mental fit’ in a name—one
that resonates with its community, rolls off the tongue and, most importantly, is distinctive. Terranea met these criteria.
We expect the Terranea name to become as recognized as ‘Aviara,’ for instance, or the ‘Hotel Del.’”
“Terranea” combines “terra,” the Latin word for earth, with “nea,” from “mediterranea.” “It has a rich and romantic
quality,” said Ball. “Owning such a ‘feel good’ name should bring immense value to the project.”
Mires designed Terranea’s logo—waves breaking against sea cliffs—to further capture the uniqueness of the location and
add a visual element to the resort’s new brand identity.
Sale of resort homes is underway, with the resort hotel scheduled to open in early 2008.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and implementing fully integrated marketing campaigns encompassing positioning, identity development, messaging, advertising and print, packaging, tradeshow environment and Web design. For more information about MiresBall, visit www.miresball.com.
About Lowe Destination Development
Lowe Destination Development (LDD), a wholly owned hotel
and resort development subsidiary of Los Angeles-based Lowe Enterprises, has extensive experience in the development of
high quality resorts, hotels and golf course communities throughout the United States. LLD is currently responsible for
development and redevelopment projects valued at over $2 billion. For more information on Lowe Destination Development,
please visit www.LoweDestinationDevelopment.com.
Press Inquiries
|
