The Challenge with the Brand
Despite its unparalleled infrastructure along the Yucatecan coast, La Grand Marina lacked a strong focus and failed to clearly convey its brand values. The staff did not fully understand the marina’s purpose or what aspects they should prioritize beyond their immediate tasks. This lack of clarity resulted in inefficiencies across its communication channels. The messaging was unclear, and the absence of a well-defined brand personality made it challenging to connect with its audience.
Our Solution and the Result
To address these challenges, a comprehensive strategy was developed to establish a clear purpose and sense of direction for the marina. The brand’s essence was defined, along with the reasons for its existence and its role as a business. Market trends were analyzed to identify actionable opportunities for communication. The brand’s architecture was redefined to project a cohesive identity, starting internally and expanding outward. Buyer personas were developed to better understand and empathize with the audience, identifying where they are and how to capture their attention. On the visual side, subtle improvements were made to the logo. While the existing logo worked, it contained some erratic or unpolished elements in the iconography. These refinements enhanced the professionalism and coherence of the brand’s visual identity without losing recognition. The result is a rebranding that aligns La Grand Marina Kinuh’s operations, messaging, and identity, positioning it as a leader in the Yucatecan nautical and tourist sector while fostering a stronger connection with its audience.