'Alohilani Resort Waikiki Beach - Branding & Advertising Campaign
When the Pacific Beach Hotel owners decided to wake up the 1960's Waikiki landmark, the property was re-established as 'Alohilani Resort. The new name proudly honors the last reigning monarch of the Hawaiian Kingdom, Queen Lili'uokalani.
Brand Positioning
'Alohilani stands apart from big-box hotel brands with its fresh, seductive, and local vibes. Everything from the names of hotel venues to its door hangers, signage, and website deliver a vibrant vision of this lively new Waikiki hotel.
Jessica's Role - Design Overhaul and Execution
Jessica and her team responded to the brand positioning with the campaign "Aloha Chic," a fresh vision for what this lively, new Waikiki hotel could be. Jessica was the leader in the creation of the hotel's icon and its use in branding. She executed advertising concepts & deliverables, and a wide range of hotel collateral from pens to keycards. She was also responsible for the branding of the hotel's poolside restaurant and bar, Swell. She collaborated with vendors and hotel staff to help manage and maintain a consistent look and spirit throughout the hotel brand.
Project Scope
Identity Development / Brand Guidelines / Logo Designs / Signage / Collateral Design / Advertising / Website Concept
Credits
Team: AgencySacks, Architect & Renderings: Rockwell Group, Management: Highgate
Queen Lili'uokalani's beachside home, called Ke'alohilani, is now the resort's prestigious location and inspired the hotel's name and logo. The mark is designed as a sun or sundial inspired by the translation of the hotel's new name 'Alohilani, meaning "heavenly light."
Advertising Campaign
An experiential metaphor for life at 'Alohilani Resort, the modern-day Queen embodies the ocean, the hotel's oceanarium, and the sunset.
