Cape Coral has no shortage of high-end rental communities, but few offer the rare mix of waterfront access, boutique scale and integrated conveniences. Bimini Square was envisioned to change that — creating a destination where residents can live steps from the water, enjoy resort-level amenities and take advantage of dining, healthcare and retail right outside their door. With Lee Health anchoring two facilities within Bimini Square, plus a diner in the building and a high-end cocktail and dinner spot across the street on the water, the community blends residential life with a vibrant coastal village experience.
Wick was brought in to position Bimini Square at the top of the market while capturing its intimate, service-driven approach to living. We began with our Strategic Insights Process — immersing ourselves in the competitive landscape, the character of the community’s prime location and the target consumers. Our insight: In a softening rental market, Bimini Square could stand apart by delivering a hospitality-inspired experience that combines coastal sophistication with everyday convenience, along with the promise of no code upgrades and no maintenance headaches for renters.
From that foundation, we recommended a brand refresh to better reflect Bimini Square’s premium value. We elevated the logo, typography and color palette for a fresh, modern feel. Lifestyle photography, custom renderings and tailored messaging conveyed both the ease and exclusivity of life here.
Our marketing plan carried that identity into every channel. The new website balanced aspiration with utility, while signage and collateral reinforced the sense of place. Direct mail supported targeted search, paid social and display ads to build awareness and generate qualified leads, while organic social media and email marketing nurtured those leads and told the ongoing story of life at Bimini Square to high-intent audiences. Every tactic worked together to support a curated lead-nurture process that positioned Bimini Square for a successful lease-up, despite still being under construction.
From that foundation, we recommended a brand refresh to better reflect Bimini Square’s premium value. We elevated the logo, typography and color palette for a fresh, modern feel. Lifestyle photography, custom renderings and tailored messaging conveyed both the ease and exclusivity of life here.
Our marketing plan carried that identity into every channel. The new website balanced aspiration with utility, while signage and collateral reinforced the sense of place. Direct mail supported targeted search, paid social and display ads to build awareness and generate qualified leads, while organic social media and email marketing nurtured those leads and told the ongoing story of life at Bimini Square to high-intent audiences. Every tactic worked together to support a curated lead-nurture process that positioned Bimini Square for a successful lease-up, despite still being under construction.
Our Roles
Brand Refinement
Logo Development
Creative Strategy
Website Design
Marketing Collateral
Organic Social Media
Paid Digital Advertising
Direct Mail & Email Campaigns
Logo Development
Creative Strategy
Website Design
Marketing Collateral
Organic Social Media
Paid Digital Advertising
Direct Mail & Email Campaigns
Bimini Square launched with a clear, compelling brand that aligns with its boutique, waterfront promise. Early marketing efforts are building recognition and driving strong pre-leasing interest from renters seeking both luxury and connection. By elevating the brand and positioning it as the preferred alternative in the market, Wick laid the groundwork for long-term success.
Takeaways
| 1 | A hospitality-inspired brand creates preference. Positioning around service and lifestyle elevates a community beyond its peers. |
| 2 | A cohesive brand foundation amplifies every marketing effort. Consistency builds recognition and trust at every touchpoint. |
| 3 | Strategic integration of organic and paid media drives measurable momentum. Balanced tactics ensure visibility and qualified leads. |
