Shoreline Lake in Mountain View is an operation with many services, catering to many different target audiences that span the full landscape of consumer demographics, psychographics and sociographics (e.g., bistro, kids' camps, clinics, sailing lessons, racing, bicycling, windsurfing, kayaking, bird watching, equipment and boat rentals, facility rentals, special events, and retail).
And if that wasn't enough, they also cater to the corporate world (e.g., facility rentals, catering, corporate events, teambuilding).
What to do? As it turns out, during our research, we found that most people in the South Bay do not know that there is a lake in the heart of Silicon Valley, which made the shape of the lake itself an obvious mental hook. However, a lake in and of itself does not convey the many activities and possibilities that can be had around the lake, but the icons together with the lake does. The tagline "A True Respite in Silicon Valley" completes the picture.