Petit St. Vincent Resort
Strengthening the brand of a luxurious island resort—all 113 acres of it
Petit St. Vincent, also called PSV, is a luxurious island resort south of St. Vincent in the Grenadines. This private hideaway belongs to a group of islands that are sprinkled across what may be the most beautiful stretch of water in the Caribbean. Designlounge began working with the original resort owners more than a decade ago when we designed all brand materials in print and on the web. When the resort changed hands the new owners continued to work with us on all aspects of the visual brand, beginning with minor modifications to the logo identity and the brand language.
In order to maintain and strengthen the brand equity that had been established over many years, the redesign of materials such as brochures and newsletters were carefully calibrated to reflect the upgrades of the resort.
The PSV website provides visitors with a wealth of information. We believe that deep and reflective content is a crucial element for a brand to connect with people. That includes content not driven by SEO1, but supportive of its best practices—the best kind of SEO for a Caribbean hideaway.2
- SEO (Search Engine Optimization) depends on the careful balance of providing authentic content and the requirements of the search engine’s indexing processes. A SEO strategy has to be part of any website design and development project.
- What is the definition of a hideaway? Seclusion? Not being reachable at all times? That’s pretty close. Getting to PSV is part of that: A relaxing journey by big plane, small plane, a nice boat, and a mini-moke.
Printed and Electronic Newsletters
While the brand strategy and the design of communication materials received necessary updates over time, the newsletters remained a constant. It is an informative and entertaining marketing tool for the resort and we always have fun to let our creative energy spark with each new edition.
Fun Fact: The newsletter name change from 12°31′ to 12°32′ did not mean that the island had moved itself to a slightly different location. The initial number and masthead element was based on a generous rounding up of the geographic coordinates which were later revised to be more precise. A case of not finding the island was never reported although it would give the word “hideaway” a completely new meaning.
Print and Electronic Ads
We created various advertisements that were placed in regional magazines as well as in the New Yorker Magazine. For TripAdvisor we developed a website banner campaign.
- This flag system has been in use since the opening of the resort in 1964. In a world where we seem to be able to control everything from a smart phone, going out in the morning to insert a hand-written form into a bamboo slot to order breakfast is a deeply natural and unplugged experience.