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Crystal Bay Exuma
Role
Lead Brand Identity Designer & Strategist
Scope
Logo Design, Visual Identity System, Brand Voice & Communication Strategy, Copywriting
Tools
Adobe Illustrator, Adobe Photosho
Coastal Visual Identity
Designed the foundational logo, typography system, and a marine-inspired color palette that instantly evokes the pristine waters of Exuma. The visual architecture was engineered to maintain a luxury aesthetic across all touchpoints, from digital marketing assets to operational materials at Barraterre Dock.
Strategic Brand Voice & Tone
Developed a unified communication strategy that balances welcoming Bahamian hospitality with concise, conversion-focused language. This included establishing the brand's verbal identity across automated customer touchpoints, such as crafting highly specific, 65-character chatbot prompts—including packing checklists and first-time customer promotional offers ($50 off half-day, $100 off full-day excursions).
Premium Market Positioning
Aligned the visual and verbal brand architecture to support a high-value service model. The cohesive brand strategy successfully framed tiered luxury offerings (ranging from $1,600 to $3,800) for high-intent audiences, ultimately driving an 82% increase in overall brand engagement.
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