Shaping a contemporary lakeside destination.

ALTA Beach Club was created in Oggebbio, on the Piedmontese shore of Lake Maggiore, as a new kind of contemporary hospitality destination: less formal than a luxury hotel, yet more considered and structured than a traditional beach club.

The project brings together beach life, dining, aperitivo and lake experiences in one place. To make this broad offering easy to navigate, we organised it into three complementary areas: ALTA Sand, ALTA Terrace and ALTA Marina. Each has a distinct role, while all three form part of the same experience.

Leviathan developed the brand identity and communication system, creating a coherent, contemporary language across every touchpoint, from online discovery and booking to the on-site experience.

ALTA’s identity sits at the intersection of two worlds: the understated character of Lake Maggiore and the energy of Mediterranean beach clubs.

The visual system expresses this balance through a clean, essential and contemporary direction. Typography, colour, photography and composition work together to create a premium feel without relying on the most predictable codes of luxury.

The aim was not to make ALTA feel distant or overly exclusive, but to convey a sense of relaxed elegance: precise in its service, sophisticated in its aesthetic and direct in the way it communicates.

The brand architecture also brings clarity to the different sides of the project while keeping the master brand recognisable throughout. ALTA Sand defines the beach experience, ALTA Terrace brings together dining and drinks, while ALTA Marina covers moorings, transfers and boat experiences.

The result is a modular identity that can adapt across the website, social media, advertising, events, menus and physical touchpoints without losing consistency or character.

The content strategy was designed to make ALTA more than a location and turn it into a distinctive, recognisable world.

The narrative is built around recurring elements: the surface of the lake, light across the mountains, details of the beach, arrivals by boat, food, cocktails and the shift from daytime into sunset. Each piece of content captures one part of the experience, rather than trying to tell the whole story at once.

The art direction combines wider views of the setting, product details, candid moments and more editorial compositions. The result is a visual language informed by fashion and lifestyle photography, while remaining firmly connected to the reality of the place.

The food and drink offering also plays a central role in the positioning. Raw seafood, lobster rolls, tartare, Champagne and signature cocktails are presented not as an add-on, but as an essential part of the ALTA experience.

The editorial system is designed to work across different formats and objectives, from organic content and paid campaigns to event communication, service launches and the everyday story of the club.

Consistency does not come from repeating the same content, but from maintaining the same point of view.