In the late 1890s, industry tycoons and sophisticated socialites began flocking to the pristine shores of a new destination—a long strip of coastline on the island of Palm Beach. It was there that great American industrialist Henry M. Flagler built his oceanfront masterpiece, a property that delighted guests with its unique architectural character and premier location—right at "the breakers," where the waves crashed and sprayed.
Over a century later, the resort that made Palm Beach stands tall. To pivot into a new era with changing expectations and needs, The Breakers turned to us. I developed a new verbal expression for the brand as well as all content—from editorial headlines to new suite names. Across a redesigned website, mobile app, email communications and high-end collateral, the brand was able to project a new sense of self—and at last, find its voice.