Company
AMResorts
Project
Sunscape Brand Identity
Range of Work
Brand identity
Creative direction
Project management
Digital advertising
Graphic design
Web design
UX / UI
Print production
My Role(s)
Creative Director
Business Project Manager
Each brand tells a story.
That story is told with each touch point a consumer encounters when discovering a brand.
In 2013, Sunscape Resorts & Spas existed with three resorts in the market; however, not the right market — or message. The brand needed to be re-positioned as a 4-star hotel experience. It needed to maintain a certain level of luxury, but also portray affordability and fun.
The concept of Unlimited-Fun® for the kid in everyone was pitched to the Executive Team and launched into the market as a successful re-positioning of the brand.
Launch not only a website, but an experience.
A brand’s website establishes credibility. It is often the first impression you give potential customers.
What is the experience we wanted to create for Sunscape Resorts & Spas? The same experience a guest would have on property — Unlimited-Fun® for the kid in everyone at an affordable price. Each decision made in the redesign constructed this experience. We worked with the agency Think Brownstone to develop and launch the website in 2014.
Digital download.
How will the brand translate across the multiple digital touch points that exist in today’s world? From the rising increase of emails being opened on mobile to the various sizes of online display banners — the brand needs to be able to adapt in its application through various digital channels.
Dive into the details.
In order to bring the re-positioning of the brand full circle, on-property materials were redesigned to connect the guest's experience at the resort with the new marketing message. From the key cards to restaurant or bar logo signage every detail in the resorts was given an Unlimited-Fun® spin.
Speak the brand’s language in more way than one.
It’s important to consider where a brand will have a presence and, for the hotel industry, where your guests will be traveling from. For Sunscape Resorts & Spas, it was key to make sure the brand translated in various Spanish-speaking markets since local markets were just as, if not more, important than the US market.
And by translated — of course, the language — but also, thinking about the concept, imagery, and marketing applications.
Personality, and versatility.
It is key for a brand, such as Sunscape Resorts & Spas, to work collectively but also, to represent the flair of each resort’s unique destination. The identity established not only speaks to the Unlimited-Fun® aspect but also represents the vibrant destinations of the Caribbean and Central America in which the resorts are located.
