The Potlatch Club

Solution

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 two 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 on two location photography shoots, covering videography and illustration to provide a single lens on this special place. We particularly wanted David to capture the natural light, which he has done brilliantly with camera and drone. We then designed and built a ‘teaser’ website to serve a pre-opening role before the full hotel website is launched in July 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.