GDUSA Features Our Bahia Principe Brand Evolution

Press covers the architecture, the identity, and the horizon behind "Free to Be."

GDUSA has featured our brand evolution for Bahia Principe Hotels & Resorts, created as the brand joined Hyatt's all-inclusive collection. The piece covers the full breadth of the work, from brand architecture through the new visual identity.

On the architecture, our Head of Strategy, Courtney Berkery, told GDUSA: "Instead of using sub-brands to signal the level of premiumness, we catered to the key drivers of the category. Explore and Escape send clear signals about who you're traveling with, and what you'll get at each resort within that brand."

On the identity, our Creative Director Esther Li: "Bahia Principe already owned the sun. Our job was to elevate its presence with richer meaning."

UnderConsideration's Brand New also posted the new identity. The full story lives in our case study.

Read the feature in GDUSA · Brand New · See the full case