The Phoenix Belize /

For a resort in San Pedro, Belize, we completely reimagined the brand experience for a location that was once a sleepy destination for divers and fisherman, conveying their unique “approachable luxury” position while maintaining a distinct, island charm.

Color, Pattern & Typography /

We selected colors that referenced the natural landscape like the architecture and surroundings, affectionately calling them “architecture, water, and sand”. We also built a custom pattern from the logo that adds a little sophistication, while the typography is a perfect compliment – speaking to the idea of “relaxed luxury” with its formal, yet laid back and graceful, alternate characters.

Art Direction /

We wanted the viewer to feel like they had arrived at Ambergris Caye. Since the resort is positioned at a prime location, we naturally included beautiful photographs of the resort itself and immediate surroundings. Additionally, we included photographs of amenities and excursions - things that visitors could experience when staying at the resort.

The Phoenix Belize
View from rooftop

Website /

One of the main goals of the website design was to “transport the viewer” to the resort. Through careful planning, a clear understanding of the audience, a purposeful user experience (UX) and user interface (UI), we were able to effectively use video, photos, and other animations that give visitors to the website a sense of arrival. We also made it easy for users to book the resort and sign up for additional amenities normally available only through the concierge.

Results /

The results of the rebranding efforts were overwhelmingly positive. People love the new logo, colors, and website and as a result, sales of branded apparel and gifts has increased through their on-site store. Additionally, online booking, excursion packages, and specialty sales has increased through the added functionality and ease of use through the website.

Role /

  • Creative Direction

    Thematic Development

  • Art Direction

    Tone, Personality, Approach

  • Design Direction

    Layout, Typography, Color

  • Illustration

    Sketches, Final Artwork

  • Web Design

    UI, UX, Information Architecture

  • Graphic Standards

    Use of Identity System, Documentation

  • Experience Design

    Employee Uniforms, In-Room Experience

  • Print Design

    Stationery System

Credits /

  • Agency


  • Executive Creative Director

    David Hoyt

  • Account Manager

    Bo Sims

  • Digital Strategist

    Christina Snyder

  • Photographer

    Demian Solano