Secrets Impression Resort & Spas
THE CHALLENGE:
Redefine and elevate the branding of Secrets® Resorts & Spas for the top tier resort segment Secrets® Impression Resorts & Spas attracting new consumers within the affluent traveler demographic along with maintaining their current all-inclusive consumer. Define visual branding by telling the Impression level story, highlighting key differentiators for the Impression brand level and each of the resorts unique features.
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WHAT WAS DELIVERED:
We refreshed and elevated the branding with a simplified color palette, typography, graphic elements, brand web components, and photo style. The updated creative was rolled out across marketing channels including B2C website redesign, B2B and B2C email, magazine ads, on property materials, social, B2B agent marketing, B2B website.
Creative Direction / Creative Strategy / Photo Concept
SECRETS IMPRESSION RESORTS & SPAS
Secrets Impression Resorts & Spas elevates our signature Endless Privileges concept delivering the highest level of service and amenities in our portfolio. Adults indulge in the most intimate, romantic ambiance expected of the Secrets brand in boutique all-suite resorts boasting AAA Five-Diamond status where every moment leaves a lasting impression.
VISUAL IDENTITY
Create refined visual styling for lifestyle and product photography, elevated copy, and simplified color palette to convey the story of each unique resort for Secrets Impression Resorts & Spas that will fit within the Secrets Resort & Spas brand umbrella. The visual style is refined, clean, airy, and effortless.
BRAND
EVOLUTION
PHOTOGRAPHY
LIFESTYLE PHOTOGRAPHY
Lighting is soft and natural while models are shot effort lessly, not over styled or produced. Images should capture stolen moments with models shot off camera caught in a moment vs posed. Models should show diversity and a range of age within consumer target.
Luxurious linens billowing in the air, the feeling of water rushing past your skin as you gently glide through the pool, the quite moment shared with only you and nature as you lounge effortlessly gazing off into your lush surroundings. Location, movement, and naturally occurring moments, should evoke a feeling of being there tapping into the senses with every image.
ASPIRATIONAL
IN THE MOMENT
EMOTIVE
LOCATION / PRODUCT PHOTOGRAPHY
Lighting is soft and natural with settings are over styled or produced, emphasis is in the details of each unique resort experience, utilizing both product and texture shots. Rooms are shot with a first person POV creating imagery the consumer could see themselves standing within the space.
IMMERSIVE
TEXTURAL
INSPIRATIONAL
The sound of waves gently lapping from the ocean, the smell of the tropical flowers from the lush gardens, the sun casting shadows across the natural stone at golden hour. Location, textures, and extraordinary architectural moments should make our elite customer feel immersed in the experience with every image. Secrets Impression photography should highlight the resorts unique architecture, experiences, and locations.
COLOR / TYPOGRAPHY
COLOR PALETTE
The Impression color palette is light and airy utilizing white as the primary. Supporting colors are used sparingly.
PROOF OF CONCEPT
PRINT COLLATERAL
ON PROPERTY MATERIALS
