st. joe company

a new region in NW florida

St. Joe Company, one of the largest land owners in Northwest Florida, managed pine plantations on its lands for its paper manufacturing business until the mid 1990s when the company began a new era of real estate development along the coast of Florida’s panhandle. In 2012, St. Joe completed a land plan for 110,500 acres just inland from the coast, spanning Walton and Bay Counties, with a vision to create a new region called Watersound. Half of the lands within Watersound are designated as conservation areas, which are integrated into the plan for 51,500 acres of residential communities. L Studio worked with the St. Joe design and development team to create a positioning strategy, brand framework and storyline for Watersound that captures the unique natural attributes of the region and aspirations for its future.


Design of a new wordmark for Watersound and refinement of the existing St. Joe identity.

brand style guide

Design of a comprehensive brand style guide with segments for St. Joe Company and the Watersound region.

vision book

Design of a Vision Book that describes the history of St. Joe and vision for Watersound, and details the proposed plan for conservation and development of the region.