Secret Bay: The Secret is Out by Abovegroup Ogilvy

In late 2010, Abovegroup Ogilvy was commissioned to develop and strengthen the branding efforts of a new development in Dominica called Secret Bay Resort.

The mission was to create a brand that would be internationally recognised.

The team at Abovegroup Ogilvy undertook extensive research and strategic planning – including stakeholder interviews, psychographic and demographic research, target market analysis and the development of a comprehensive brand audit and brand proposition for Secret Bay. The Creative team conceptualised and developed the brand identity, and touchpoints including all print and online collateral.

The vine-like brand property design was inspired by the many unique and organic elements that Dominica is known for – the winding roads, nature paths and hiking trails.

According to Art Director Tanya Williams, the brand property is used as a veil to add to the feeling of secrecy to the location of this eco resort.

The result?

A refined and approachable brand that efficiently communicates luxury, community, sustainability and quality in a global context. Secret Bay resort and Dominica are rapidly becoming recognised as the destination of choice among urbane travelers.

Since its doors opened in May 2011, Secret Bay has been booked solid despite the largest downturn in Caribbean travel since 1998. In addition, Secret Bay has been featured in several Regional and International travel and lifestyle press such as the New York Times, National Geographic, and more recently NBC’s Today Show as part of their annual ‘It List: Finest New Hotels in 2012’.

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Kudos to the Creative, Strategy and Digital team: Directors Alex Smailes and Gareth Jenkins, Brand Strategists Adam Cooper and Cheyenne Baptiste, the Design team headed by Creative Director Marlon Darbeau and Art Director Tanya-Marie Williams, Head of Digital Tony Geer for building the website, Photographer Kibwe Brathwaite, and Copywriter Harriet Massignberd and the rest of the Abovegroup Ogilvy team for making this a branding success story.

Posted in on 07th May 2012