HEIRLOOM RESORTS — Creative Director (Contracted) for a Complete Brand Ecosystem Across Three Brands | Sep 2014 – Feb 2015
The Challenge
Heirloom Resorts was a Florida-based investment firm that needed a strong brand identity to represent their business. They also invested in a beachfront property in the US Virgin Islands that required its own complete brand ecosystem built from the ground up. That property required two distinct brands that felt cohesive with each other while standing fully on their own. Turtle Bay Beach Resort was a large beachfront property being transformed from a traditional hotel into a premium timeshare destination. The Sands Restaurant & Bar was a full-service restaurant and bar located directly on the beach within the resort property. Both the Resort and Restaurant needed to be conceived, designed, and delivered simultaneously, on time, and ready for a high-profile resort opening.
My Role
Working directly with the CMO, I was contracted as the Creative Director to establish the creative vision and brand strategy for all three projects. The engagement unfolded in two phases. In the first phase I developed the complete brand identity for Heirloom Resorts at their Florida headquarters. In the second phase I traveled to the US Virgin Islands to build out the full brand ecosystem for Turtle Bay Beach Resort and The Sands Restaurant & Bar simultaneously, ensuring both properties launched together with a cohesive and complete visual identity. I was responsible for every visual and brand touchpoint from initial concept through final delivery, managing 141 deliverables across three brands within a five-month engagement.
Turtle Bay Beach Resort
Turtle Bay Beach Resort was a large beachfront property in the US Virgin Islands being transformed from a traditional hotel into a premium timeshare destination. The brand needed to feel aspirational, tropical, and luxurious, worthy of the stunning property it represented and the guests it was designed to attract.
Deliverables included a logo design and full brand identity, business cards, email signatures, property site maps, property signage, advertising designs, social media assets, and a full website design and development.
The Sands Restaurant & Bar
Located directly on the beach within the Turtle Bay property, The Sands Restaurant & Bar was a full-service restaurant with a bar, coffee program, and multiple dining experiences. The brand needed to feel relaxed yet elevated, the kind of place guests return to every evening and remember long after they leave. The Sands brand was developed in tandem with Turtle Bay Beach Resort to ensure both properties felt like natural extensions of the same experience.
Deliverables included a logo design and full brand identity, business cards, email signatures, interior and exterior signage, advertising designs, social media assets, and posts, and a full website design and development. The complete menu suite encompassed a bar menu with bar food, a tabletop coffee menu, a tabletop dessert menu, a tabletop lunch menu, and a full dinner and wine menu for table service.
The Result
The resort opened successfully to strong reception, with the launch covered by local press in the US Virgin Islands. Both Turtle Bay Beach Resort and The Sands Restaurant & Bar launched simultaneously, on time and on brief, with a cohesive visual identity that tied the full property experience together from arrival through dining.
141 deliverables. Three brands. Five months. One successful opening.