As one of the first adults-only luxury resorts on the island of Rhodes, Aquagrand Exclusive Deluxe Resort sought to redefine its identity and enter a new era. Ultimately reborn as Aquagrand Artistic Luxury Resort, the property partnered with INTERWEAVE to undergo a new positioning & brand strategy. This introduced a new image & identity, logo, descriptor, and messaging framework; reflecting the vision for the resort’s future.
FROM THE STAIRWAY TO HEAVEN
In accordance with our methodology for hotel concept and experience development, we began this project with a deep immersion – through research, on-site inspections, competitive landscape analysis, and trend and audience analysis – to uncover the unique elements that would shape the next chapter of Aquagrand. Together with the Aquagrand team, we explored how the resort could resonate with today’s luxury travelers. These individuals seek more than comfort; they seek meaning, beauty, personalization, and memory-making.
RESORT AS CANVAS
Inspired by the resort’s unique location and characteristics, we articulated a new brand narrative enclosing the idea of the art of life, because art is not separate from life; it is life. All these aspects guided the brand creative development, including the redefinition of the image and identity, a new logo and art direction, and new messaging. We also proposed products and experiences that bring the new positioning to life, turning Aquagrand into a living canvas where artistic expression flows through every experience, from the architecture to the atmosphere, from design to daily rituals.
ROMANCE AS INSPIRATION
The new strategic framework and the brand strategy and brand positioning reveal the artistic essence embedded in every layer of the resort. From its unique coastal layout that opens gently to the bay of Navarone, evoking a sense of natural tranquility, to the way its architecture harmonizes with the curated artworks that adorn its spaces, the entire property becomes a narrative of artistic & romantic immersion. This seamless blend of form, environment, and expression composes the story of a “living canvas”; a resort not just inspired by art, but embodying it at every turn.
