Faro Blanco Resort & Yacht Club Brand Book

BRAND POSITION

Unlike Anything Else in the Keys

We are a prime marina resort unlike anything else in Marathon that prioritizes both excursions and relaxation for travelers who want to avoid the party pace of Key West but at a more approachable level than Key Largo.

Connection

OUR BRAND STORY

The Florida Keys’ ethos is seamlessly connecting sea and land. Islands rise slightly above the tides, bathed in sunlight, playing a tantalizing game with the elements. Because of this, people travel from all over the world to connect this close with nature and with each other.

Our resort reflects the fundamentals of both our emblematic lighthouse on property and the ethos of the Keys. We connect the land and the sea. We connect the Upper Keys with the Lower Keys. We connect travelers with each other.

Illuminate

OUR BRAND ESSENCE

We are a beacon on the shore of Marathon. Both the beam that beckons visitors to their resort destination and the ray that opens their eyes to new life experiences, we shed light on what a Florida Keys resort should be.

BRAND PILLARS

You’ve Arrived

You’ve been traveling for seemingly your entire life. You didn’t necessarily know what you’d feel when you got here. Then, the feeling hits you all at once. You’ve reached your destination. You’ve worked hard to arrive at a resort like this.

Like any prime resort experience, Faro Blanco is that destination. You smell the fresh sea air upon arrival, you taste the variety of flavors at the multiple dining options on property, and you feel the warm welcome of your hosts who live in paradise. It’s everything you could want and need in a resort. At Faro Blanco, the destination invites you in. And you may never want to leave.

Enlightened Experiences

You travel to see and feel things you never have before. The Keys, specifically, are unlike anywhere else on Earth. Situated on the waterfront in the middle of the Middle Keys, we shed light on all the experiences around us.

Our extensive marina allows guests access to the water and beyond via fishing expeditions, diving or snorkeling trips, and kayak or canoe adventures. Our proximity to any of the other destinations in the Upper or Lower Keys is just a day trip ride away. If you want to truly experience the Keys in its entirety, let us enlighten you.

Connecting Beam

There’s something different about the culture down here. You’ve heard of “island time,” but not like this. The Keys aren’t just about putting your feet up and moving at your own pace. They’re about believing in a lifestyle of fishing, nature, hospitality, and coming together.

At Faro Blanco, our guests, marina boaters and Marathon locals come together at the bar or by the pool. In the water or on the lawn. Just as our iconic lighthouse has influence as far as its beam can reach, our resort is a connecting beam for people from the Atlantic to the Pacific.

BRAND PERSONALITY

Middle Keys Attitude

Our brand personality takes advantage of a Middle Keys attitude. We are not as wild and thematic as Key West. And while we lean closer culturally and atmospherically the other way, we are also not as high brow and exclusive as Key Largo. Our personality is an active one with something to prove. Situated in the middle of the Middle Keys, we have equal access to anywhere our guests would like to explore.

Knowing that strength gives us the confidence to put the Faro Blanco and Marathon names on the map as the ideal balance that connects land and sea, Key West to Key Largo, and guests with each other. Because we are positioned as a prime marina resort unlike any other in Marathon, we stay true to our Middle Keys roots.

We Are...

WE ARE NOT KEY WEST

OVERSTIMULATING COMMON PUBLIC RECKLESS LOW BROW A DAY TRIP ACTIVE UNEXPECTED SENSORY ACCESSIBLE CONNECTED EXPLORATORY MID BROW A BASE CAMP

WILD GIMMICKY

WE ARE NOT KEY LARGO

SERENE TRADITIONAL BLISSFUL EXCLUSIVE PRIVATE STATIONARY HIGH BROW A DESTINATION

THE LIGHT TELLS YOU

YOU’VE ARRIVED

YOU’RE GLOWING ALREADY A BEACON IN MARATHON BE ENLIGHTENED TO WHAT A RESORT SHOULD BE

THE KEYS’ CONNECTING BEAM ACCESS TO AS FAR AS THE LIGHT CAN SHINE RADIANT SMILES BRIGHTEN DAYS

ILLUMINATE YOUR VACATION

Brand Voice

HOW WE COMMUNICATE

Our brand voice takes a lot of direction from the brand personality. That active disposition determined to set the standard in Marathon and the Middle Keys is what drives our tone and messaging.

Our tone is, first and foremost, confident. Everything we say is a guarantee on which we will deliver. We are by no means condescending or arrogant, but we speak with a swagger that we know Faro Blanco is the destination in the Keys.

Our messaging is one of the most prominent executions of our story and essence. We mix that confident tone with illuminating prose, tying in the allure of a marina resort with the connecting story of the lighthouse.

BRAND MARKS

Logo Hierarchy and Use

MONIKER

The moniker should be used as a detail or applied as a supporting brand element in a layout or design.

PRIMARY

The stacked primary logo is the preferred version and should be used in a majority of all logo applications.

MONOGRAM

The monogram should be used as a detail or applied as a supporting brand element in a layout or design.

LOGO COLORS

Logos are not to be expressed in colorways outside of approved brand swatch Deep Sea Blue and tints, Black and White.

WORDMARK

The wordmark version of the primary logo can be used in instances where the stacked version becomes too small within a space or as a simplified mark.

WHITE SPACE IS NICE SPACE

Each logo needs to have a healthy amount of padding when in application. See the examples above for spacing rules using elements from the applied marks as a guide and reference.

SIZE MATTERS

The minimum size varies depending on which mark is being used. The master stacked and wordmark logo must be no smaller than 1 inch wide. The moniker no smaller than 1/2 inch wide, the monogram no smaller than 1⁄4 inch wide.

FARO BLANCO

DO NOT

Alter the typography

DO NOT

Alter the colors

DO NOT

Stretch or skew

DO NOT

Place on busy images or backgrounds

DO NOT

Add a gradient

DO NOT Rotate

DO NOT

Rearrange the elements

DO NOT

Place on low contrast backgrounds

DO NOT

Resize the elements

DO NOT

Place on image causing illegibility

DO NOT

Add a noticeable drop shadow

DO NOT

Place on a non-brand pattern

COLOR PALETTE

The Ocean Connects to the Sky

A color palette representative of the bright breams of light that reflect off an ocean of blues. Anchored by a Deep Sea blue, the palette is timeless, naturally inspired, and sophisticated. Supported by calm sea blues and radiant sunlit hues, the brand is colored with a sense of oceanside connection and refreshing relaxation.

SEA SALT

CMYK: 6 4 5 0 RGB: 236 237 235 HEX: ecedeb

DEEP SEA

CMYK: 94 78 49 52 RGB: 18 41 62 HEX: 12293e

SOFT CURRENT

CMYK: 42 10 21 0 RGB: 148 194 197 HEX: 94c2c5

BRIGHT REFLECTION

CMYK: 22 0 13 0 RGB: 197 230 224 HEX: c5e6e0

WARMING BEAM

CMYK: 0 46 58 0 RGB: 248 157 112 HEX: f89d70

KEY RADIANCE

CMYK: 0 76 72 0 RGB: 242 100 77 HEX: f2644d

TYPOGRAPHY

TYPEFACES

EYEBROW HEADLINE STYLE

HEADLINE QUAD ALIDSI MOLLIS

Alternative Headline Style

Lorem Ipsum Doler

Body copy style. Lorem ipsum dolor sit amet, consectetur adipiscing elit. In sed massa non turpis sodales imperdiet ac et velit. Nunc ac lorem ante. Duis a ante vitae ipsum venenatis sagittis. Proin malesuada lectus a justo imperdiet, laoreet ultricies lorem aliquam. Quisque id massa et velit mollis mollis. Donec neque mi, pharetra ac hendrerit dictum, tristique in lacus.

ROTUNDA VARIABLE

Bold. ALL CAPS

100 Tracking

ROTUNDA VARIABLE

Bold. ALL CAPS

100 Tracking

COLLIER

Book. Title Case

0 Tracking

ROTUNDA VARIABLE

Regular. Sentence case

0 Tracking

All typefaces are available through Adobe Creative Cloud Typekit

BRAND PATTERN

BRAND PATTERN

Inspired by the gentle currents and reflection of the blue marina waters.

COLORWAYS

Do not apply pattern outside of approved brand color swatches

PHOTOGRAPHY ART DIRECTION

Art Direction

RELAXING

SUNNY AND BRIGHT

TIMELESS CLASS

CASUAL EXCLUSIVITY

CLEAR OCEAN HUES

SUNNY COLOR POPS AND FLARES

COMPOSED AND STYLED

BRAND ACTIVATION

Pre-Arrival Survey

PERSONALIZED EVEN BEFORE THE STAY

• After booking, but before check-in, a digital survey goes out asking questions like “sweet or salty?” and “R&R or adventure?”

• Depending on the answers, staff will welcome guests with either sea salt dark chocolate or sea salt chips, etc.

• Could be for strictly the Hilton Honors Gold and Diamond level guests to differentiate their stay.

Branded Umbrellas

WE’VE GOT EVERY STEP COVERED

• Red and white branded Faro Blanco umbrella bins at Yacht Club and hotel doorways to account for rain when walking across the resort in inclement weather.

• Available to be purchased and taken home.

Key Messaging Upon Entry

TO SOLIDIFY THAT YOU’VE ARRIVED

• In order to create a memorable arrival experience to the actual hotel building, a message on the door or written on the wall creates a branded moment.

• “You’ve Arrived” or “It Was Worth the Journey” sets the tone for the mid-brow messaging and acknowledges a unique journey to get to the room.

• Messaging written at the bottom of the pool for unexpected moments mid-stay and overhead imagery marketing purposes.

In-room Projector

FAMILY-FRIENDLY BRANDED EXPERIENCE

• Each room has a plug-in ocean- or starry-themed projector for children –or adults–to fall asleep.

• Brings the ocean and nature to each room in an interactive yet optional manner.

Exclusive Cabana Experience

WHERE GUESTS FEEL LIKE THEY’VE MADE IT

• Cabanas would lean into a leisurely, social media friendly visual experience, with aesthetically pleasing backdrops and colors.

• Add-on items and services readily available, like lifestyle magazines, cold towels and yacht club-inspired games like backgammon or dominoes, to name a few.

Yacht Club Crisp

STAFF UNIFORMS THAT SHINE

• White, crisp, 40s yacht club aesthetic is the inspiration for staff uniforms across all departments.

• Not sailor-themed, but sharp with a tropical Keys personality sprinkled in.

Sunrise and Sunset Keycards

SETTING THE PRIORITY ON ILLUMINATION

• Front desk will be trained to write the time of today’s sunset and tomorrow’s sunrise on each keycard packet.

• Guests will be encouraged to slow down and be present and mindful of the reason they’re here – to enjoy themselves and nature’s gifts.

Curated Checkpoints

BRANDED MOMENTS WHEREVER YOU GO

• Even though tours will be physically executed by our partnerships with fishing, snorkeling and diving companies, each private tour will have a branded Faro Blanco checkpoint to surprise and delight.

• Snack Tackle Boxes filled with curated charcuterie and cheese or sandwich sliders to enjoy at stops.

• Post-dive basket with fresh fruit, bread and lemon water to restore hydration and energy.

Fish StationCleaning

A MOMENT BIGGER THAN THE FISH ITSELF

• Station where guests can filet and pack out their catch of the day, with a staff member or tour guide present to guide first-timers through the process.

• Branded packaging to pack out the fish and hotel staff sends it home through FedEx, etc.

• Packed in box is a curated pre-printed recipe card for that specific catch with a note from the culinary team.

• Also an option for the catch to be prepared by the kitchen and served at the restaurant that night with a presentation from the servers like a small fishing pole with a “Catch of the Day” note hooked at the end.

Sunrise and Sunset Painting Class

ENLIGHTENED BY ART

• Scheduled classes lead by local artist at both sunrise and sunset on the dock once or twice a week that guests may sign up for.

• Painted on rollable canvas with quickdry paints for easy packing back home.

• Includes a local coffee brew at sunrise and glass of wine at sunset.

Red TherapyLight

ILLUMINATION COMES TO LIFE IN THE SPA

• Infrared and red light therapy is a popular trend in health and wellness, used to help regenerate skin cells and improve mood.

• Featured with every spa package to intertwine illumination into the wellness story.

Travel Playlist

SEND-OFF THE SOUNDS OF FARO BLANCO

• In a pre-arrival email, attach links to Spotify and Apple Music playlists titled “Road Trip Classics” and “Yacht Rock” depending on how guests will be arriving.

• As a send-off gift, ask the guest if they’re leaving via car or boat and hand them a QR code with the corresponding playlist to take the sounds of Faro Blanco with them.

Seaside Social Hour

CONNECTING GUESTS WITH MARATHON

• A happy hour interval each day at the Yacht Club inviting resort guests, marina boaters and Marathon locals to share a space over drinks and acoustic live music.

• A Faro Blanco twist on the classic Royal Bermuda Yacht Club cocktail that is sold only here.

Community Chalkboard

SHARING EXPERIENCES TOGETHER

• A large outdoor chalkboard close to the water with designated spaces for “Spotted Today” and “Caught Today” so guests may enter what natural spectacles they witnessed or fish they caught that day.

• Also a designated area with fishing knowledge like the water and weather conditions for the day, as well as sunrise and sunset times.

Key S’moresLime

UNEXPECTED MOMENTS AROUND THE FIRE

• Guests around the fire pits may order our signature Faro Blanco dessert, Key Lime S’mores, which is comprised of graham cracker, cream and a custom key lime marshmallow prepared by the kitchen

• Available to be purchased from server or at marketplace to take home

Flashlight Limbo

OUR SIGNATURE LAWN GAME

• As a nod to our Brand Essence of Illumination, a round of flashlight limbo begins on the lawn, with live music playing for anyone who wants to join.

• An easy-to-implement, interactive activity to create a memorable experience between guests and locals.

Bike Ride Routes

CUSTOM MAPS FOR THE WELLNESS GUEST

• Faro Blanco to create customized routes on the wellness app Strava (or equivalent) for bike rides and selfguided excursions on the 7-mile bridge.

• Scheduled guided bike tours on weekends for guests to sign up and explore checkpoints like Pigeon Key or Marathon.

Night Pool Party

ILLUMINATE WHEN THE SUN GOES DOWN

• Once a month, schedule an event by the main pool at the Yacht Club with live music, special cabana rentals and Faro Blanco merch giveaways.

• Not a club atmosphere, but activating the Yacht Club pool space for all audiences, young and old, traveler and local, to enjoy the water and space at night.