Romancing Palm Beach's oldest luxury resort.
In the late 1890s, tycoons and socialites began flocking to The Breakers, an oceanfront resort that delighted guests with its architectural stature and premier location—right at "the breakers," where the waves crashed and sprayed.
Over a century later, the luxury hotel that "made Palm Beach" stands tall. To pivot into a new era with new clientele and changing expectations, The Breakers turned to us. I developed a new verbal expression strategy for the brand. Across a redesigned website, mobile app, email communications and high-end collateral, the brand is projecting a new sense of self—and at last, finding its voice.