The Breakers stands among the top echelon of luxury resorts worldwide. Its legacy of delighting guests is legendary, but in order to future-proof offerings, the resort wanted to better connect with their highest value guests and more efficiently meet their needs. They partnered with VSA to undertake this work.
Following deep customer research, VSA found that The Breakers’ highest value guests place a premium on time. They often choose to vacation at resorts that understand this and can cater to their exact desires. We established eight brand pillars that build on these insights to celebrate The Breakers’ legacy and outline its future growth. We then distilled these pillars across a new brand identity, expression, brand book and website so that the resort’s ethos and offerings especially connect with the lifestyle of its highest value guests.
VSA redesigned The Breakers’ logo to better reflect that staying on-property is a testament to “a life well lived,” the resort’s ultimate purpose. Its design nods to the resort’s iconic past and its oceanfront experience by locking up The Breakers’ wordmark and a sophisticated monogram ‘B’ that ends in the curl of a wave.
VSA crafted a refreshed expression for the resort by building upon the new logo. Elements include a color palette drawn from the surrounding landscape, classic-yet-modern typography, aspirational photography and a custom illustration of the main resort building that represents The Breakers’ timelessness. From big touchpoints like the website to small finishes like cocktail glasses, the expression system infuses the resort’s high-touch glamour into its every detail.
An accompanying brand book rolled out the identity and expression system to internal brand stakeholders, crystallizing The Breakers’ perspective and the role it plays in its guests’ lives.
VSA also redesigned The Breakers’ website end-to-end so that it acts as a piece of robust business software, not just as a mature marketing touchpoint. The site is fully mobile, high-touch and easy to navigate, elegantly capturing The Breakers’ new identity and quickly guiding guests to booking pages and resort information. When accessed on property, amenities and activities that match guests’ previous bookings, preferences and searches are automatically pushed to help drive awareness and sales. The redesign is paying off: pageviews are up 30%, and average session times are down, meaning that visitors are more quickly arriving at their desired info.