Boat Lagoon Resort

Getting Ready for a Winning Comeback

Boat Lagoon Resort, a four-star resort that has been opened for over 25 years, is located within Phuket’s first full-facility yacht marina. Fitly, the resort became popular among yacht masters. Yet over time, it has diverted to follow Phuket’s pre COVID-19 tourism trend, and welcomed Chinese tour groups and conference-goers.

During the COVID-19 lockdown in Thailand, the executives decided to improve the resort in preparation for the return of Phuket tourism. The goal of the rebranding is to elevate the resort’s image, to veer from quantitative marketing to qualitative marketing, and to change the target customers to family vacationers.

Identity from Story-woven Graphic Designs

Simplisis spruced up the brand’s identity by presenting it as a fun and lively holiday sail in the sea to the marina. With “maritime” concept, we created a visual identity through graphic illustrations that were adapted from maritime flags. The flag signals were artistically symphonized to tell stories of experience along the sailing routes to the marina. The graphics can also be used as alphabets to create communicative gimmick for the resort guests to decode hidden messages in signages, encouraging interaction between the brand and its customers.

We also made strides to the logo. Harmonized with the graphic illustrations, the logo maintains the brand’s original silhouette of a sailboat, merging letters B and L as initials to “Boat Lagoon” with the marina’s landmark, the lighthouse. The colour scheme of the brand imagines the ocean in a sunny day, coordinating blue, cyan, yellow and orange. The coalescence signifies the sea, the sky and the sun beams in different periods of the day.

Fostering the New Direction

The rebranding does not only gives Boat Lagoon Resort a more interesting identity, but the underlying concept also emboldens innovative thinking to customer service and marketing strategy that can create unique experiences. It has over and above levitated and spotlighted the resort’s image as a place for families, the pivot of the fun, bright and bustling marina.

Read the story

Getting Ready for a Winning Comeback

Boat Lagoon Resort, a four-star resort that has been opened for over 25 years, is located within Phuket’s first full-facility yacht marina. Fitly, the resort became popular among yacht masters. Yet over time, it has diverted to follow Phuket’s pre COVID-19 tourism trend, and welcomed Chinese tour groups and conference-goers.

During the COVID-19 lockdown in Thailand, the executives decided to improve the resort in preparation for the return of Phuket tourism. The goal of the rebranding is to elevate the resort’s image, to veer from quantitative marketing to qualitative marketing, and to change the target customers to family vacationers.

Identity from Story-woven Graphic Designs

Simplisis spruced up the brand’s identity by presenting it as a fun and lively holiday sail in the sea to the marina. With “maritime” concept, we created a visual identity through graphic illustrations that were adapted from maritime flags. The flag signals were artistically symphonized to tell stories of experience along the sailing routes to the marina. The graphics can also be used as alphabets to create communicative gimmick for the resort guests to decode hidden messages in signages, encouraging interaction between the brand and its customers.

We also made strides to the logo. Harmonized with the graphic illustrations, the logo maintains the brand’s original silhouette of a sailboat, merging letters B and L as initials to “Boat Lagoon” with the marina’s landmark, the lighthouse. The colour scheme of the brand imagines the ocean in a sunny day, coordinating blue, cyan, yellow and orange. The coalescence signifies the sea, the sky and the sun beams in different periods of the day.

Fostering the New Direction

The rebranding does not only gives Boat Lagoon Resort a more interesting identity, but the underlying concept also emboldens innovative thinking to customer service and marketing strategy that can create unique experiences. It has over and above levitated and spotlighted the resort’s image as a place for families, the pivot of the fun, bright and bustling marina.

2021
Brand Identity
Communications
Brand Applications
Brand Development
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