We were introduced to Mona Lisa via the architect—Morris Adjmi Associates, a protégé of the famed Italian architect Aldo Rossi. The vision was to build a collection of all-suite properties to be sold as rentable real estate investments throughout the U.S. The first location would be Florida; the challenge was to stand out in an exploding marketplace. We positioned the new brand, developed strategic brand architecture for a portfolio of properties, and designed the brand identity system, including applications to everything from marketing materials to environmental experience. The solution marries Modern Italian Renaissance art, Neo-classical architecture, and the community of Celebration, Florida.