The Potlatch Club, was once one of the most exclusive hotels in The Bahamas, but fell into disrepair in the 1980s. The current owners discovered it on a beach walk in 2016 and have now painstakingly restored it to more than its former glory. In early 2023 a world-wide search for a brand and digital partner concluded with Nucleus appointed to deliver on the rebirth of the Potlatch Club.
Our engagement commenced with a full discovery programme to understand this boutique resort’s value proposition and to position The Potlatch Club in both the local and international luxury hotel markets. We quickly realised that the Potlatch Club’s heritage was a valuable asset and defined a new value proposition drawing on the past, but reinventing it for the future. We settled on a brand promise of “a place where, once again, life is beautiful” citing “La vita è bella” a quirky phrase, used by the resort in its 1960’s heyday, when Paul and Linda McCartney were one of the celebrities to honeymoon there.
We then designed a new brand identity, again drawing on the past, but bringing the visual references up-to-date with a combination of colours to reflect the pink sand beach, Caribbean lagoon and Atlantic Ocean beyond. Typography combines Questa Grande, a contemporary slab serif, with Braisetto, a distinctive script font we used for headings in lower case-only to provide a personal, informal style. We commissioned and art directed David Loftus for photography, videography and illustration and designed and built a ‘teaser’ website to serve a pre-opening role before the actual hotel website is launched in Spring 2024. We have also designed all the launch collateral including menus, presentations, merchandise and resort signage.
Further assistance included strategic marketing advice to the owners, including the selection of PR and sales and marketing representation in the US, UK and Europe.
The Potlatch Club will open in April 2024.