Beginning with the logo.
Our main goal for the logo was to make it more social friendly. That meant bolder and simpler. The original logo arch was based off of a traditional Hawaiian canoe house, so we selected a related source of inspiration for the new logo: a traditional Hawaiian canoe paddle.
![](https://cdn.myportfolio.com/55f6a5eef4cdf592afb1b7561179891e/14fde24f-0460-4845-aad8-ab28b5931f7c_rw_1920.png?h=9c8c7c6cca0a6b1e8747a94136e3b886)
The updated the color palette was inspired by the traditional murals found in the hotel Lobby.
![](https://cdn.myportfolio.com/55f6a5eef4cdf592afb1b7561179891e/2109a70f-f9ff-4db6-91cb-ca09106a7a71_rw_1200.png?h=85e848a4cf523edaeecae2a73f044b66)
We designed a new direct mail piece that utilized a modular grid so that the piece could serve as a template for future tactics.
![](https://cdn.myportfolio.com/55f6a5eef4cdf592afb1b7561179891e/be332522-c379-4435-b00e-479536924b6f_rw_1920.gif?h=069a32cd93313089181b5f64953948c8)
![](https://cdn.myportfolio.com/55f6a5eef4cdf592afb1b7561179891e/2eafea80-78f5-49b1-83f3-df8279ece425_rw_1920.png?h=80bfe75756223273eee4c0763725649d)
For legibility and best practice, we developed a new modular email template that reduced the amount of copy
![](https://cdn.myportfolio.com/55f6a5eef4cdf592afb1b7561179891e/55c75737-77ad-48a4-a8e3-a662ba12e0ab_rw_1920.png?h=abc7f38a8e137975e0b58e1b348c7f04)
![](https://cdn.myportfolio.com/55f6a5eef4cdf592afb1b7561179891e/b37cef29-9fee-4ffc-ac82-07bca0383b2e_rw_1920.png?h=d1c280830cab716148e23d5d011d4851)
project details
Client // Aulani Resort & Spa
Year // 2018
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Year // 2018
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Team
Art Direction // Natalie Krakirian
Copywriting // John Axtell
Supervising Creative Direction // Marc Brugnoni
Copywriting // John Axtell
Supervising Creative Direction // Marc Brugnoni
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