Most real estate developments claim to be unique. Park Lane actually is. It's created by people who live there. It's not a tower like most other properties in Waikiki but a tiered community of huge, single-level units. It faces the water but is adjacent to a shopping mall (you'd never know it when you're there). It's modernly appointed but steeped in traditional Hawaii featuring a gallery laneway marked with original local sculptures and traditional landscape features.
The identity needed to be timeless and modern, prestigious but without pretence. It also had to look more like an international brand rather than a local Hawaiian brand.
The result plays on the traditional monogram. A modern, masculine ‘P’ united with a classic, feminine ‘L’. Together with the logotype that is tailored, clean and understated.