Molasses Reef, The Ritz Carlton, Turks and Caicos

Molasses Reef, A Ritz-Carlton Reserve

CHALLENGE
This project was acquired by and in collaboration with NYC agency, Courtney & Co. Molasses Reef, A Ritz-Carlton Reserve is a luxury, boutique hotel and condominium resort development on the 3,000 acre private island of West Caicos — located just off the coast of Providenciales in the Turks and Caicos Islands. The development and sales teams for the project came to us with three main challenges: to create awareness of the development, create interest in it’s offerings, and ultimately, to help sell property. The issue at hand was to approach these challenges in a way that accurately expressed the experience of West Caicos and also communicated the variety of properties that the island had to offer.

SOLUTION
Two complimentary brand identities were created: one for the uninhabited island of West Caicos, and one sub-brand for the Ritz-Carlton development named Molasses Reef. The West Caicos identity told the story of the island; the discovery, environmental stewardship and exclusiveness. The Molasses Reef identity emphasized the luxury and sophistication of the existing Ritz-Carlton brand. The entire brand experience appealed to the high-end property seeker who loves adventure and exclusivity. The brand was applied to all forms of integrated marketing including an award-winning sales package, advertising, public relations, website design, and event and environmental design.

RESULTS
Our branding efforts put Molasses Reef on the map and effectively reflected the elite nature of the Ritz-Carlton brand. 50% of phase 1 development was sold within one year and the residential sales kit won grand prize in a national design competition.

Client
Logwood Development and The Ritz-Carlton

Services
Strategy, Brand, Print, Environment, Packaging, Advertising, Web

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