Paradise’s approach to developing resonant, memorable brand identities.
It’s easy to look at a brand’s new identity and think, “Wow, they certainly made that look better.”
But at Paradise, we believe there’s more to developing a new look and feel for a destination brand than simply redesigning their logo.
And while we’re very proud of the many “Before & Afters” we’ve done for our clients over the years (check these examples out for yourself and we’re confident you’ll understand why), we’re even more proud of the thinking behind the designing. The “why” that helps take a place’s new brand to, well, a whole new place.
As an expert in destination brand strategy and identity development, Paradise is committed to helping places transform into meaningful, memorable brands that connect with travelers and communities alike.
Our process begins by uncovering the authentic purpose behind the destination—the “why” that creates emotional connection and differentiation. From there, we define what we like to call “The Soul” of the Brand: the distinct emotional essence that guides positioning, messaging, and creative expression.
Then, using an audience-first approach grounded in research, behavioral insights, and market intelligence, we develop memorable, resonant brand platforms that move audiences from awareness to affinity and advocacy.
But let’s be clear: a new brand identity is just the beginning. The most important part of the process is bringing that “Soul” — that unique, ownable “essence” of that Brand — to life through integrated storytelling and cohesive brand experiences across every visitor and stakeholder touchpoint. Only then can you create stronger engagement, deeper loyalty, and long-term destination value.
So as you take a look at just a few of our favorite “Before and Afters,” please keep in mind that a new logo or new look is only part of what we do for our clients. It’s merely the first step in building Brands that engage hearts and minds, inspire visitation, deepens loyalty, and drives measurable tourism impact for a community.
