ITAL/C

The Art of Aloha.

When the iconic Mauna Kea Beach Hotel decided to invest in a $300M rennovation to it’s storied midcentury hotel, they hired us for a brand evolution project that would help them appeal to a younger millennial demographic. We touched every facet of the brand from the visual identity, a new voice & tone, a robust brand style guide, print and digital collateral items, signage & wayfinding on property, to a new marketing campaign including video and stills for print ads, social media, and digital content. Inspired by the native Hawaiian art collection at the hotel and the classic photography of Slim Aarons that defined a generation of casual luxury, we steered the Mauna Kea brand into a timeless new direction that honored it’s own rich Big Island history.