Lanai’s Newest Outdoor Experience
Challenge
Pulama Lanai, the land and resource management company for the island of Lanai, partnered with experiential outdoor brand Synergo to create Lanai Adventure Park, a sprawling series of challenge courses and outdoor adventures set against the lush landscape of Koele. As a new operation, Lanai Adventure Park needed to build an understanding of its services and offerings among potential customers. A brand identity grounded in a sense of place would align Lanai Adventure Park with residents and attract visitors with the opportunity to experience Lanai differently. The Objective Communicate what Lanai Adventure Park is and what it has to offer to build awareness and generate interest in the unique recreational and educational experiences awaiting park visitors.
Solution
We started with a brand strategy session with the Synergo team to understand its approach and vision for turning Lanai Adventure Park into an immersive experience, where visitors go to stretch their limits and explore their boundaries in a stunning outdoor environment. Working closely with Synergo, we developed the brand foundation elements: a brand story, tone of voice, positioning and key messaging recommendations. These elements laid the groundwork for building the Lanai Adventure Park brand — evoking a sense of discovery, risk-taking, excitement and limitless adventure, with strong ties to Lanai’s culture and environment. Drawing from Synergo’s modern visual identity with bold typeface and clean lines, we got to work developing a distinct visual identity for Lanai Adventure Park. The main logo depicts ascending arrows representing the mountains of Lanaihale and the backdrop of Koele, symbolizing a journey to growth and empowerment. While the logo’s geometric shapes are clean and modern, it is also reminiscent of a traditional Hawaiian kapa pattern, giving it a timeless aesthetic. We also created a family of sub-logos for each activity that mirrored the main logo’s circular and geometric shapes while weaving in elements of the individual activity. The sub-logos are represented on signage throughout the park and on the website, drawing attention to the different experiences offered. The work: BRAND IDENTITY BRAND POSITIONING BRAND STORY TONE OF VOICE VISUAL IDENTITY LOGO DESIGN
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