Case Study The Foundation Package Brand Identity · Visual System · Digital Direction Miami, FL · 2026

Coastex
Concierge

A luxury milestone event concierge launching with no brand assets. We built the complete identity, from positioning to the final visual element, in three weeks.

Client
Coastex Concierge
Package
The Foundation
Delivered In
3 Weeks
Location
Miami, FL · Global
Live at
coastexconcierge.com
The Brief

From vision to launch in three weeks.

Coastex Concierge is a luxury milestone event planning service, proposals, bachelorette trips, destination weddings, honeymoons, baby showers, and more milestone events, coordinated anywhere in the world. The business was built around an exceptional service offering and a founder with genuine expertise. The problem: no brand to show for it.

When Coastex came to Groundwork they had a name and a clear vision. What they didn't have: visual assets, a positioning framework, a defined tone of voice, or anything a client could look at and immediately understand. They were weeks from launch and needed all of it.

The challenge: build a brand that felt premium and established from day one. It had to compete credibly against luxury travel and concierge names with decades behind them, while being entirely new. The identity had to carry the weight of trust on day one.

Coastex also operates worldwide across very different client profiles: European couples planning weddings in Positano, American brides booking bachelorette trips to Ibiza, international clients arranging proposals in Venice. The brand had to feel genuinely global and equally at home in all of them.

What We Delivered
Brand strategy & positioning framework
Tone of voice & messaging guidelines
Logo suite (primary mark, secondary, icon)
Full colour system (5 colours)
Typography hierarchy (display + body)
Iconography style & usage system
Brand guidelines document (32 pages)
Stationery suite (card, letterhead)
Social media profile assets
Website visual direction & art direction
All source files in all formats
3wk
Full Delivery
11
Deliverables
32
Page Guidelines
6
Continents Covered
Visit the Live Site →
Our Approach

Building for trust from day one.

The strategy was clear: signal quiet confidence and earned authority. Not flashy luxury, but the understated elegance that people with real discernment recognise immediately. We identified four principles to guide every design decision, mirroring the values Coastex themselves work by: Taste, Discretion, Clarity, and Coordination.

⬡
Brand Strategy & Positioning

We ran a structured discovery session with the founder: mapping the competitive landscape, defining the audience in detail (couples, groups, and high-net-worth individuals planning milestone moments), and isolating what made Coastex genuinely different. The positioning we landed on: the concierge that stays by your side through every milestone, not just the event itself. That through-line shaped everything.

◇
Logo & Visual Mark

The primary mark is a refined circular emblem, a deliberate reference to seals of quality and continuity. The CC letterform at its centre sits in a classical serif that reads as European craft without affectation. We built the mark to hold at every scale: full emblem on letterheads, favicon in a browser tab, embossed on physical materials. The wordmark pairs it with "Coastex Concierge" in a tight, confident lockup.

▦
Colour System

A five-colour palette anchored in deep navy and warm ivory: serious and elegant, warm without being casual. A precise gold accent supplies luxury without tipping into gaudy. We stress-tested the palette across print, digital, and dark backgrounds before finalising, so the brand reads with equal confidence on a screen, a business card, and a proposal header.

Tt
Typography Hierarchy

Display type is a classical serif: high-contrast strokes, slightly condensed proportions, and italic cuts that read as refined rather than retro. Body copy is a precise sans-serif that pairs cleanly without competing. We documented the full hierarchy (display, subheading, body, caption, label) with size scales, weight pairings, and usage rules for print and web.

§
Brand Guidelines (32 pages)

The guidelines document covers every element of the identity: logo usage and exclusion zones, colour values for print and digital, typography hierarchy with examples, imagery direction, tone of voice with sample copy, iconography, and application examples across key touchpoints. A working document Coastex and any future collaborator can actually use.

↗
Website Visual Direction

As part of The Foundation package we delivered full visual direction for the website: layout principles, component hierarchy, imagery style and sourcing, animation principles, and a design system the development team could build from directly. The result holds the brand at every scroll: same palette, same typographic rhythm, same confident restraint.

Colour System

Five colours.
One coherent world.

The colour system answers two imperatives: legibility across every medium, and an emotional register that reads premium without ostentation. Every colour has a defined role. None were added for decoration.

Deep Navy
#1A1E2C
Primary, Backgrounds, Hero
Ivory
#F7F4EF
Primary Light, Background, Body
Antique Gold
#C4A464
Accent, CTAs, Labels, Icons
Dusk
#3D3A4A
Secondary Dark, Bands, Footers
Warm Stone
#8C8880
Neutral, Body Text, Captions
Typography

Two typefaces.
Precisely chosen.

Display Typeface, Headings & Hero
The only concierge
by your side.
Cormorant Garamond

A classical high-contrast serif with real historical roots. Its proportions sit between the restraint of French typography and the warmth of Italian book design. Used large for headlines, and in italic for pull quotes and emphasis.

Body Typeface, Body, Labels & UI
Share Your Vision
WORLDWIDE EVENT CURATION
50+ Bespoke Celebrations Curated
Inter

A precision-engineered sans-serif with exceptional legibility at small sizes and in digital contexts. It carries no stylistic baggage, no unnecessary character, no retro associations, which lets the display typeface do the emotive heavy lifting while the body text simply communicates with clarity. Used for navigation, body copy, labels, buttons, and metadata.

The Outcome

Launched looking
established.

3wk
From Brief to Launch
50+
Events Since Launch
6
Continents Served
100%
Client Satisfaction

Coastex launched with a brand that said what the business is and what it stands for, immediately. The system we delivered covered logo, colours, typography, guidelines, stationery, social assets, and full website direction. It meant the team could move fast across every channel without a single inconsistency creeping in.

The visual direction translated directly into the live site at coastexconcierge.com. Every section carries the system we built: an interactive world map plotting 70+ destinations, five numbered service cards under Coordinating Your Event, a destination gallery titled Where Your Vision Can Take Place, a values section running Taste, Discretion, Clarity, and Coordination, and a Service Outcomes section carrying real client testimonials. The site also ships with a language switcher, because the audience was never only English-speaking.

Within months of launch Coastex was coordinating events across six continents and publishing 50+ bespoke celebrations across 70+ destinations, with a brand strong enough to sit alongside luxury travel names decades older. It never had to grow into the business. It was built for where the business was going, not where it started.

See the Live Site →
The Brand, Live

Built once.
Consistent everywhere.

These are screenshots of the live site at coastexconcierge.com. Every section runs the identity system we delivered: the same palette, the same typographic hierarchy, the same restraint. Nothing drifted between handover and launch.

coastexconcierge.com
Coastex Concierge homepage hero
The homepage hero. Deep navy over photography, the gold overline, and the display serif we specified, all carrying the positioning line written during strategy.
coastexconcierge.com
Coastex destination gallery
Where Your Vision Can Take Place. The destination gallery applies our image treatment rules: a consistent crop ratio, a fixed gradient scrim, and the name and country lockup in exactly the hierarchy documented in the guidelines.
coastexconcierge.com
Coastex service cards
Coordinating Your Event. Five numbered service cards, each carrying its destination tags. The numbering system and card structure came out of the component hierarchy we delivered.
coastexconcierge.com
Coastex destinations world map
Our Destinations. An interactive world map plotting 70+ locations, rendered in brand-correct tones rather than default map colours. A small detail that keeps the brand intact on a technical component.
coastexconcierge.com
Coastex client testimonials
Service Outcomes. Real client testimonials set in the type scale we defined. The brand had to hold up under other people’s words, not only our own copy.
"

We came to Groundwork with a name, a vision, and zero brand assets. Three weeks later we had a complete identity, logo, colours, typography, brand guidelines, the lot. The handover session alone was worth it: they walked us through everything, explained every decision, and made sure we could use the brand confidently from day one. Coastex launched looking like it had been operating for years. That's entirely down to Groundwork.

Founder, Coastex Concierge
What the Brand Attracted

The brand worked.
Here's the proof.

These are real testimonials from Coastex Concierge's clients: the people who found, trusted, and booked based on the brand we built. A brand that converts is the only metric that matters.

Proposal
"From the very first call, Coastex Concierge understood exactly what I was looking for. They scouted the perfect quiet corner of Venice, timed everything around the sunset, and coordinated a private gondola without her suspecting a thing. Every detail I hadn't even thought of, they had already planned for. It was the most important five minutes of my life, and they made it completely unforgettable."
S
Salvatore
Venice, Italy
Bachelor Trip
"We wanted a weekend that felt effortless but still special, and that's exactly what we got. Coastex Concierge arranged the villa, the boat day, and the nightlife access so smoothly that none of us had to think about logistics for a second. Everyone kept saying it was the best bachelor trip they'd ever been part of."
P
Paolo
Ibiza, Spain
Bachelorette Trip
"Bora Bora was somewhere I never thought I'd celebrate my bachelorette, but Coastex Concierge made it not just possible but completely stress-free. From the overwater villa to the little details like our favorite flowers waiting in the room, it felt like they knew us personally. It was the trip of a lifetime with my closest friends."
F
Fabiola
Bora Bora
Destination Wedding
"Planning a wedding on another continent felt overwhelming until we started working with Coastex Concierge. They managed everything: the venue, the guest logistics, the vendors, even last-minute weather concerns, all with a calm that put us completely at ease. Standing at Lake Como on our wedding day, we didn't have a single worry, just the two of us and the people we love."
C
Charlotte & Robert
Lake Como, Italy
Destination Wedding
"We knew we wanted Monaco the moment we got engaged, but neither of us had any idea how to plan a wedding there from abroad. Coastex Concierge took that entire weight off our shoulders. They found us a venue with a view we still can't believe was real, coordinated every guest's travel, and handled vendors we never could have found on our own. On the day itself, everything simply worked, and we got to actually be present for our own wedding instead of managing it."
A
Anna & Jacob
Monaco
Honeymoon
"After a wedding that felt like a beautiful blur, we just wanted our honeymoon to be pure ease, and Coastex Concierge delivered exactly that. Every day in the Maldives was thought through without ever feeling scheduled: the right overwater villa, the right little excursions, the right amount of nothing at all. It was the first time in months we actually felt like we could relax, and that was entirely thanks to them."
C
Catherine & Phil
Maldives
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