Story of a small island
Oi won a globally competitive pitch to launch Milaidhoo Island in the Maldives - a brand new luxury resort - building on initial concepts to deliver exciting brand guidelines, develop the true story of the island for guests through unique print and digital advertising, produce all collateral items from keycards to brochures and to build and launch the resort’s website. A truly integrated campaign, this was a distinctive opportunity to build a beautiful brand with messaging and design concepts uniting all communications.
Milaidhoo Island, Maldives, had an ambitious vision: ‘to tell the story of a small island in such a way that all guests feel like they have found the tropical isle where they truly belong.’
It was our job to immerse ourselves in this mission, investigating what this meant in terms of style, tone and target markets. We worked with the resort to dissect the needs and desires of each target profile – this was more than demographics and we delved into the personalities of their guests. We investigated language and writing style, worked through a specialist vocabulary to ensure we captured the soul of the resort. We met with suppliers to find the best materials for the best price, sourcing everything from paper samples to specially designed biodegradable wooden keycards. We listened, we researched, we communicated and worked closely with Milaidhoo to build the brand and shape the resort.
Designers, developers and copywriters worked together to create a look and feel that breathed life into the brand. Collaborating with the resort on the idea of ‘story of a small island,’ everything we created revolved around this key theme. The website www.milaidhoo.com accommodates a special ‘Your Stay’ area where guests, bloggers and social media influencers can share their own holiday stories and photos, giving an authentic and honest voice to the website. Print and digital advertising played off the stunning photography whilst breaking the mold of traditional hotel advertising by focusing on the ‘story of a small island,’ rather than listing activities or facilities. From notebooks to calendars, menus, staff manuals, do not disturb signs, brochures and more, every item printed or created for the hotel was part of a collaboration of design where the story of Milaidhoo was explored and demonstrated.
In total, we developed over 40 items of collateral for the resort itself, as well as print and digital advertising, email newsletter templates, the website and new brand guidelines. No stone was left unturned. Every item created was one of a kind and developed specifically to exemplify the barefoot luxury of the brand.
The authentic, informal and luxurious quality of the design did not stand alone. It all worked in conjunction with meticulous planning and strategy. Digital campaigns, email management systems, website analytics and conversion tracking were all set up and regularly reported on. This allowed us to consistently optimise activity and improve performance. As the brand and resort itself launched and developed, we have used our knowledge and understanding of the brand, in conjunction with reporting, to allow for continual growth and improvement, shaped by keen analysis and strategic understanding.