Many markets and subcultures have their own way of speaking with unique phrases and expressions.
For example, surfers are always searching for ‘perfect conditions’ and the ‘perfect wave’, hence the promise ‘Always Perfect’ linked to the development’s logo.
This gave us an ongoing ‘promise’ that could be extended on the website, video, hard and soft copy brochures, billboards, and hoardings, creating brand equity for a surf orientated resort near a perfect surf break in Bali.