Voyaging past the reef

Ahead of their 75th anniversary, our friends at Outrigger Resorts asked us to help elevate the brand for a global stage.

Blue Outrigger logo with off-white background  on top left, underneath is a dark blue background with the Outrigger O icon in light blue; on the right is a brochure layout with Outrigger Waikiki Resort in bottom right corner on dark blue background with light blue waves. Main image is a male surfer in board shorts with the mountain head in background.

Nearly a decade after our first branding assignment with them, Outrigger asked us to help guide the brand’s course as they expanded beyond Hawai‘i — and onto the most beautiful beaches in the world.

With new properties in Mauritius, Fiji, Thailand and beyond, Outrigger’s brand needed to expand beyond the company’s Hawaiian roots, while keeping true to its heart and soul – a philosophy built on a culture of deep care and connection. They also needed to communicate that a stay at Outrigger was an elevated, elegant experience (but never stuffy – beach vibes infuse every aspect of the brand). 

We revisited and refined the entire identity system, produced and curated a library of new image and video assets and developed a new brand tagline: “Come be here.” It’s an invitation to make the journey, have the time of your life, and truly be.

We created a new brand book with an elevated, flexible color palette, finessed graphic elements, and a defined tone of voice that is earnest and playful all at once – one that reflects the deep respect Outrigger has for its properties’ local cultures as well as a vital element of whimsy and fun (fitting for the most happening beach bars on the planet).

This all came together – and came to life – with a brand film that celebrates the Outrigger spirit, heritage, and, of course, the iconic beaches that invite humans everywhere to make the journey.

Four photos in a grid - top left is a laughing young boy wearing bright blue swim trunks being lifted out of the pool water by his father, the top right shows two adult couples lounging at a hotel beach cabana in the shade of the light wooden trellis, sheer white ___ frame the image and a bright blue sea with a green palm tree fill the background. The bottom left image shows a family in a corner hotel room on the ocean, the kids run through the sitting area while the parents lean against the outdoor balcony rail, you can see the Hawaiian coast in the background. The bottom right image shows a close up photo of a brunette woman receiving a wedding lei while bowing her head and smiling, she is wearing a wreath of leis in white, hot pink and purple on her head.
Various layouts for the Outrigger sales deck are shown, featuring a Hawaiian blowing a conch shell in the shallow ocean, a photo of a resort pool framed by palm trees, a photo of three women dancing and twirling their skirts on the beach, plus various imagery of the brand colors, logos and layouts. All colors are varied blues, white and purple.