TURNBERRY OCEAN CLUB
ELEVATING A TOWER THAT TOUCHES THE SKY
President & Partner of SWAT. Brought in to rethink and elevate the branding and communications strategy for Turnberry Ocean Club, a 54-story luxury residential tower in Sunny Isles, Florida. The assignment was clear: create a more emotionally resonant positioning capable of matching the ambition and scale of the architecture itself.
Reinforcing a Legacy While Elevating the Present
Turnberry Associates, the developer behind properties including Fontainebleau, Aventura Mall, and The Signature at MGM, was preparing to unveil one of its most ambitious residential projects to date.
Designed by Carlos Zapata, the tower already possessed dramatic physical presence. What it needed was greater emotional dimensionality.
We were asked to rethink the previous agency’s approach and create a sharper, more aspirational platform that could generate urgency, reinforce the Turnberry legacy, and position the property as a once-in-a-generation offering.
Smart. Fast. Integrated. Inspirational.
In just eight weeks, SWAT delivered a fully integrated strategic and creative refresh across the entire sales ecosystem.
The work included:
A refined brand platform and editorial voice
Signature messaging rooted in elevated living and architectural drama
Dual-track campaigns targeting both luxury buyers and international broker networks
Redesigned print, digital, direct mail, and social assets
A fully reimagined campaign film suite built from the architectural renderings
One of the central campaign lines became:
“To walk in the clouds, and swim in the sky. That is the Turnberry way.”
We also transformed the original renderings into a more emotionally immersive video platform, including:
a 60-second hero film
a 30-second cutdown
multiple social-ready edits
The work moved quickly, but never felt rushed.
This was a showcase of SWAT’s unique ability to move quickly, think strategically, and execute with both creative precision and business rigor.
Takeaway
Luxury real estate marketing cannot rely on architecture alone. The story has to rise to the same level as the design. At Turnberry, we helped transform an already striking property into a more emotionally compelling and strategically differentiated brand experience.
That balance became one of SWAT’s defining strengths for every client.