Averaging 7.5M visitors a year, 5+ repeat visits per visitor, and 95% destination satisfaction, Newport Beach didn’t seem to have a problem. However, when we looked at their highly affluent visitor base, and the luxury amenities the destination was most popular for, next to the current brand identity, there was a glaring disparity. The brand was outdated, one-dimensional and didn’t communicate luxury at all. It was immediately clear that Newport Beach could capture a much larger share of the luxury— especially international luxury— travel market if the brand they showed the world reflected everything their unique destination offered.
Newport Beach offers style without the stiffness. Glamour, but they keep it casual. It’s just as luxurious as it is laid back. It’s a destination defined by duality, which we honed in on to help inform the brand personality and identity.
And with luxury travelers as our target, we added appeal and dimension to Newport Beach by expressing the brand through fashion.
The signature pattern can scale to fit any application—even the police department.
– Doug Mcclain, Senior vice president & Chief marketing officer