Sun, Sand and a Brand New Brand

Rebranding this historic beach resort reveals a blast from the past.

The complete rebranding of this resort and marina began with an honest assessment of the current brand with its customers and owners. An audit of existing marketing collateral, advertising and website revealed that the 50-year old beach resort wasn’t capitalizing on who and what they really were. The real brand story came from our research and interviews with past guests. This resort, and especially its 192 slip marina,  was legendary in the hearts of its most loyal guests. Generations of boaters made an annual pilgrimage across the Atlantic to the infamous Boat Harbour in Great Abaco. Here was a place for friends and families to come together and reunite year after year. Its club-like atmosphere gave guests a sense of place and membership — a place where they could truly relax and be themselves.

With such a storied past, the new brand identity design called for a good dose of nostalgia. Taking cues from popular brands of the 50′s, we designed a simple and elegant hand-lettered script logotype. The brand identity system also called for a palate of pastel colors from the same era.