321 Takeoff: Global Brand Design And Strategy

THE OUT NYC Build a brand for New York's first gay resort

Challenge:
Create a brand that would attract local and visiting gay audiences, but not alienate a straight clientele.

Result:
We developed a brand position that reflected everything a distinct resort experience delivers, (hotel, nightlife, culinary, outdoor) but also one that also caters to a predominantly gay audience. With our integrated brand position we created an experience to reflect the resorts goal to deliver the best of lodging, food, nightlife and design with our Stay. Play. Eat. Chill. platform. With the brand guidelines, we delivered tools for the hotel and its marketing team to continue to build a strong brand.