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