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Project Book Kai Kanani Sailing


A Note from the designer...

“This little company has brought a lot of

great memories to a lot of people over the years. It’s our privilege to serve our guests and give them the best day of their vacation.” Captain Roger Gildersleeve, Owner, Kai Kanani Sailing Charters

When I began this journey a year ago, I didn’t realize how metaphorically appropriate it would be to rebrand a sailing company. Kai Kanani is all about adventure. Spending a day on the water, you get a sense that anything can happen. You might witness a humpback whale breach, you might enjoy a pod of dolphins playing at the bow of the boat, you might even see the crew haul in a big mahi mahi. Over the course of this project, I realized what an adventure I had chosen. I had the fortune of joining Captain Gildersleeve and his crew aboard the Kai Kanani several times and the fruit of this experience is now in your hands (or on your screen). Mahalo.

MDMFA student Full Sail University


Table of Contents 1 Research 1 Mission/Vision 2 Positioning/Key Tenets 3 Target Market 4 SWOT Analysis 5 - 6 Research Paper 7-12 2 Brand Development 13 Logo History 15 New Logo Development 16 Tagline 17 Moodboards 18 Brand Foundation 19 Graphic Toolbox 21 Ad Campaign Development 23

3 Style Guide 25 The Kai Kanani Logo 27 Using the Color Logo 28 Logo Fonts 29 Treatment of Logotype 30 Treatment of Logomark 31 Clearspace Requirements 32 Minimum Sizes 33 Wrong Uses 34 Business System 35 Brand Typefaces 36 Brand Color Palette 37 Texture 38 Images 39 Voice 40

Kai Kanani Sailing Charters has been 4 Campaign Execution 41 Advertising 43 Sigange 44 Website 45 Sail Graphics 47 Vehicle Graphics 48 Apparel & Schwag 49 Brochure 51 Social Media 52 Video/Motion Graphics 53 Conclusion 55 A Note on Images 56

sailing the waters of the Auau Channel, between the Hawaiian islands of Maui and Kaho’olawe, for over 25 years. It began as a small company with the 43 foot Kai Kanani I, a humble, well-built catamaran taking passengers from the beach at the Maui Prince Hotel out to the Molokini Crater for world-class snorkeling.

Today, the company’s vessel is the 65 foot Kai Kanani II, a state-of-the-art sailing catamaran that executes up to four trips a day, and features one of the most highly experienced crews in all of Hawaii. Kai Kanani has gone from annual revenues hovering around a quarter of a million dollars to being a $3 million a year business. As this book will explain, there is much that Kai Kanani can benefit from going through a “rebranding” process, allowing the company to continue it’s successful growth as well as entering into areas that have not yet been explored by ownership.


One of the best parts of this project

Research

Section 1

has been the opportunities to visit the Island of Maui and spend time with Kai Kanani and its crew, watching first hand the quality of the work. Research presented in this section was compiled in person and electronically, with interviews of islanders accounting for a great deal of the directional leanings. It is appropriate to present the company mission and vision here... they were always in mind while working with Kai Kanani:

Mission

To deliver the best day of your tropical vacation through superb customer service, intimate knowledge of marine life and an inclusive approach that welcomes customers to Maui without making them feel like outsiders.

Vision

To lead the industry in quality, reputation, environmental awareness and a creative approach to helping customers have a great day at sea. We seek to never outgrow our values.

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2


Positioning

Key Tenets

LOCATION, LOCATION, LOCATION Kai Kanani has the closest mooring to the Molokini Crater. It’s a 15 minute trip from the beach to the premiere snorkeling location in Maui County.

THREE KEY TENETS OF THE BRAND:

NEWER AMENITIES The Kai Kanani II is one of the newest boats on Maui, with modern amenities and local beers on tap. CONSUMER CONFIDENCE With very little advertising, Kai Kanani’s clientele comes almost exclusively from word-of-mouth and referrals from hotel conceirge and representatives.

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Research

Aloha - the spirit of the Islands is Aloha but many

sailing companies treat that spirit as a cliché. In the Hawaiian language, it can mean affection, love, peace, harmony, hello and goodbye. Kai Kanani seeks to inject Aloha into every interaction with its customers.

‘Ohana - the Hawaiian word for “family” denotes

a gentle approach to handling the sea, the sailing vessel and the passengers. It is not the same as being “relaxed.” It is more like a deep consideration, an almost spiritual insight into the well being of a customer’s experience or the aesthetic approach to Kai Kanani collateral.

Ali’i - meaning “royalty.” Kai Kanani’s customers

mostly come from more wealthy families but our Aloha and ‘Ohana approach treat them like family. Ali’i helps us remember that they are our patrons and passengers and the kings and queens, princes and princesses of our world.

Target Market

Tribes

Demographics Ages 2 - 65: Family Oriented Upper-Middle Class to Upper Class Semi-Wealthy to Wealthy College-Educated Conservative-Leaning Honeymooners

HONEYMOONERS - these couples will most likely not be back to Maui for a very long time but their is an endless supply of them. ADVENTURE FAMILIES - these wealthy families are simply seeking to create memories for their kids and will praise the kid-friendly trip above all others. COLD-WEATHER ESCAPISTS (ALASKANS!) - the State of Alaska hands out a dividend off of oil revenues every year and many of the residents head to Maui for the sun light. Kai Kanani is a refuge from the cold and dark. WEALTHY RETIREES - they’ve been coming to Maui for years and have a condo here. They tell everyone they know to go on Kai Kanani. TRAVEL ADDICTS - they go somewhere different every year but they love to tell stories of their adventures.

Research

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SWOT Analysis Kai Kanani

SWOT GOALS

• To clarify and define areas that Kai Kanani can focus on in a marketing effort. • To focus in on possible brand attributes that are transferable to new locations.

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Research

Weaknesses

Conducting a SWOT analysis for Kai Kanani involved a great deal of interviews, on the phone and in person. Represented here in both written and visual form, the analysis shows a great potential for growth for Kai Kanani, with obvious major advantages in location and quality, while the weaknesses and threats are manageable.

STRENGTHS

WEAKNESSES

• Highest certified crew on Maui • Best mooring location for Molokini Crater on Maui • Excellent reputation with other resort concierge and representatives • Molokini Express trip: first boat in the Molokini Crater, no competition in this time slot • Online booking engine and after-hours booking over the phone

• Ownership is split on marketing strategy and branding needs • One boat (mechanical failures shut down the company) • Location can be harder to find • High Overhead: Insurance costs are prohibitive to offering scuba (one possible area of growth) • Host Makena Resort in flux: recently aquired... formerly called Maui Prince Hotel.

BEST CREW ON MAUI

TOURISM DOWN

Strengths

HOTEL IN FLUX GREAT LOCATION

Threats

ECOTOURISM

OPPORTUNITIES

THREATS

• Scuba diving in high demand on south side of island (back side of Molokini) • Eco-Tourism • Private High End charters (celebrities) • Capacity for Over-night Charters • Possible future access to Island of Kaho’olawe • Kai Kanani reputation welcome all over the island: expansion to Lahaina

• Beach load is dependent on weather conditions (ie: large seas make loading dangerous) • Maui has a shallow talent pool to draw from so good crew command higher pay • Leisure expenditures are the first to go in a down economy • Due to deteriorating reef systems, state legislature regulates boats tightly; possible shut down of Molokini snorkeling

CELEBRITY

COMPETITION

SCUBA

Opportunities

KAHO’OLAWE

EXPENSIVE AIRLINES

REEF DAMAGE

SHORE BREAK Research

6


Research Paper Abstract Kai Kanani Sailing Charters is a small snorkeling and sailing company in Makena, Hawaii on the island of Maui. While their customer satisfaction and word-of-mouth is high, their overall marketing strategy blends in with the competition with very little differentiation. Kai Kanani began taking passengers in 1985 with the 43 foot Kai Kanani I, but the company always struggled to survive. Current owner Roger Gildersleeve was hired as General Manager in 2003 and revenues have been growing ever since with a high of $2.6 million in 2009 (R. Gildersleeve, personal communication, August, 28, 2010). Gildersleeve bough half of the company in 2004 and with a stated goal to increase the online bookings and internet presence of the company. Rather than growing the Kai Kanani fleet, he aims to grow the company by becoming more exclusive,

charging more, and taking fewer passengers on each trip. Kai Kanani has significant advantages because of the location and exclusivity of their mooring location and its close proximity to the Molokini Crater. A solid approach to rebranding would help to create the differentiators needed to separate Kai Kanani from its competition. Word-of-mouth has been strong, but this author believes that with a brand identity that is unique, word-of-mouth will only grow, creating stronger relationships between customers and loyalty with the concierge and sales representatives around the island. This step to rebrand is not only important it’s critically necessary for the company to meet its goals of growth online and in becoming a more exclusive sailing and snorkeling charter company.

Introduction

About Kai Kanani Sailing Charters

Kai Kanani Sailing Charters is a small company that operates in a glamour market that can sometimes feel large because of the very nature of the product they sell . The company’s single boat, the 65 foot Kai Kanani II, spends its days shuttling passengers from an exclusive South Maui beach to the Molokini Crater. Many days guests include celebrities, heads of state, and regular tourists. This odd mix of clientele makes it necessary to focus on a broad appeal with specific leanings toward luxury. The advertising campaign to be designed for Kai Kanani will be specifically targeted in its placement, with headlines that are created specifically for the intended audience (Chiaravalle & Schenck, 2007).

Problem Statement

The problem, to date, with Kai Kanani’s advertising and image is that it seamlessly blends into the noise-filled visuals of the Maui/Hawaii tourist montage. It has similar colors, typefaces and a less-than-thoughtful approach to style that is often seen around the island. Even the Kai Kanani logo, with a profile of a beautiful Hawaiian woman, is seen as a take on many identities all over the islands, including the much higher profile logo for Hawaiian Airlines (Hawaiian Airlines, 2010). It is almost guaranteed that before a passenger encounters the Kai Kanani logo, they will encounter the Hawaiian Airlines logo as nearly all tourists on Maui come via air travel. This paper examines the Maui tourist market and the need for radical differentiation, both in visuals and service, in a market

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Research

that is increasingly competing for the down-economy dollar. The campaign intention is to create a clear and concise vision for how tourists choose their activities while on the island and what needs to change for Kai Kanani to go from being a “solid” company to being one that can be defined as dynamic and a leader in it’s industry. This paper will demonstrate how Kai Kanani is a perfect company to explore new media in a tourist market that generally encourages its patrons to “turn it all off” while on the island.

Kai Kanani has significant advantages because of the location and exclusivity of their mooring location and its close proximity to the Molokini Crater.

Research

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History & Present Tourism in Maui and Greater Hawaii

Kai Kanani Sailing Charters is located on the island of Maui in the State of Hawaii. Known as “the Valley Isle,” Maui is the second largest of the Hawaiian Islands and is the third most populated (Maui Visitors Bureau, 2010). Like most of the islands, tourism is the number one commodity, though Maui boasts a large agricultural community, growing coffee, pineapple and sugarcane (Maui Information Guide, 2007).

opportunities to rent a set of snorkel gear and find a good place to stop and view the fish are abundant. The main draw to leave the island for snorkeling exists in the chance to snorkel and swim inside the Molokini Crater, a half submerged extinct volcano that lies in the Auau Channel between Maui and the island of Kaho’olawe (Maui Visitors Bureau, 2010). The crater, designated a Marine Life Conservation District in 1977, is home to a wide variety of fish, eels and even a rare Hawaiian Monk Seal. Many tourists find the opportunity to leave the island and snorkel in the crater irresistible (Maui Visitors Bureau, 2010).

The State of Hawaii does not allow anchoring inside the crater, so boats have to secure a “mooring spot,” with fixed anchors that are already set up. According to Captain Roger Gildersleeve of Kai Kanani, there are around a dozen moorings inside the crater. At peak times during every day of the year, each mooring anchor will be being used by a boat looking to snorkel or dive, with the majority of the snorkeling boats along the half-moon crater rim (R. Gildersleeve, personal communication, September 5, 2010).

Hawaii has been hit hard with the economic downturn. In 2009, First Hawaiian Bank issued a 16 page economic report claiming the state to be in “serious recession, one that is broader, deeper and will likely last longer than average” (Laney, 2008). The Maui economy has been no exception, with hotel and attraction prices plummeting in a desperate effort to draw fewer tourist dollars (Laney, 2008). Kai Kanani’s sales fell from 2008 to 2009 but have held firm in 2010, largely due to the affordability of its morning “express” trip (R. Gildersleeve, personal communication, August 28, 2010).

The Sailing and Snorkeling Charter Business in Maui and Hawaii

Like all the islands, Maui’s top attractions are its beaches and waters, with ample snorkeling opportunities that do not require a boat to access. For the adventurous tourist, the 9

Research

Like all the islands, Maui’s top attractions are its beaches and waters, with ample snorkeling opportunities that do not require a boat to access.

Kai Kanani Advantages and Disadvantages

The great advantage of Kai Kanani lies in its exclusive mooring license four hundred yards from the beach at the Makena Beach and Golf Resort. It is by far the closest mooring location to the crater making for a trip that is roughly fifteen minutes, twice as fast as its nearest competitor (R. Gildersleeve, personal communication, September 5, 2010). The Kai Kanani first leaves the beach at 6:30 am on the “Molokini Express” trip, making it the only trip on the island where you are the only group snorkeling inside the crater. This advantage, according to Gildersleeve, is the main reason Kai Kanani has been able to grow as it has. Further growth, however, will need a new attention to the Kai Kanani brand and how its message is being communicated to customers (Neumeier, 2007). According to current ownership, Kai Kanani began in 1985 with mixed results. The first partners were able to secure the an exclusive mooring license in Makena, incredibly close to Molokini Crater, but at that time, the hotel (then called the Maui Prince Hotel) was the only hotel in the area so it was difficult to get guests to come down from Kihei and other towns further north. The owners partnered with different groups in order to help drum up business and eventually began to succeed, with total revenues reaching $260,000 in 2002. Early in 2003, Roger Gildersleeve was hired as general manager. By the end of 2003, the company had billed just over $800,000, leading many to believe that the company ownership had been hiding and pocketing money. Mr. Gildersleeve pur-

chased half the company at that point and it has been growing ever since. In 2009, the company revenues exceeded $2.6 million ((R. Gildersleeve, personal communication, September 5, 2010). In 2010, Mr. Gildersleeve has begun to focus on the growth of the online booking capabilities, with a goal of exceeding $1 million in bookings. Also, a retail store is being opened this year. The ownership of Kai Kanani does not plan on purchasing another boat at any time but instead plans to raise prices and limit passenger loads in the event that the boat had reached a maximum saturation, the stated goal of Captain Gildersleeve (R. Gildersleeve, personal communication, September 5, 2010).

Strategy Future Approach to Logo Redesign

&

The “tropical” look can be broken down into two main groups: Luxury, with an emphasis on fine textures, slightly more muted colors and large amounts of white space and Tourist, with bright, obvious colors, chaotic use of typography and icon designs that are typical, such as palm trees and hula girls. Right now, Kai Kanani is stuck somewhere in between the two and is in need of pushing the company firmly into the Luxury category.

Approach to Color, Typography and Texture

Re-categorizing Kai Kanani into a luxury brand will require an approach to logo design that carries an emphasis on type, seeking a letterform that will communicate exclusivity and luxury while still remaining relaxed and unpretentious. Much of this will be communicated through the over all look and feel of the company’s collateral but the logo design needs to set the standard. The first phase of the redesign will involve a breakdown of the color spectrums of the various competition logos, along with an analysis of their typography in order to promote differentiation (Neumeier, 2007). Logos that have been gathered outside the sailing and snorkeling industry that fit into the luxury category will help us to understand what we are aiming for. Above all, an emphasis must be placed on a web-friendly design, with the stated goal by ownership being a growth in the company’s online business. Perhaps the most defining character of each category of the “tropical” look is color. As explained briefly above, the more “tourist” look uses bright colors that seem obvious and over-used. If these colors were a song, they would be a Jimmy Buffet song. If the colors were a piece of clothing, it would be a loud, Hawaiian shirt. Bright cyans and magentas, yellows and greens, all splashed together are typical sights at any activity booth in Hawaii. Instead, a Kai Kanani logo redesign will pursue a color spectrum that is slightly more muted, with its brighter colors pulling from a softer floral spectrum. It will also include Research

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neutrals that can be derived from soft woods and sand colors. If this spectrum were a song, it would be a slow ballad in the native Hawaiian language, with nothing but a gentle ukulele in accompaniment. If this color spectrum were a piece of clothing, it would be made of soft linen in one unpretentious color. Typefaces for Kai Kanani will be chosen in much the same way as color, with a strong emphasis on exclusivity. It is important that the company not only be differentiated from its competition but also from other non-competing elements on the island. The company’s office is located near a luxury shopping complex that will be an excellent area for research of the luxury look but also for a collection of typefaces that need to be specifically avoided. The design process will also involve a gathering of possible textures that can be used in the design process, not only in collateral but in interiors as well. Besides the natural textures taken from elements such as sand and coral and tropical plants, textures can be drawn from a simple visit to the luxury clothing shops where you find linens, silks and even fine burlap being used. All of these should be taken into account when selecting employee uniforms and customer retail items.

Avoiding Alienation of Tourists

With all this emphasis being placed on avoiding the “tourist” category in color and type, one can derive that “tourist” is a negative word and that those who are more apt to think and feel this way are not welcome onboard Kai Kanani. This, of course, is not ac11

Research

curate as Kai Kanani is one of the most familyfriendly boats that extends a warm welcome to every guest. The look and feel of an experienced traveler are something Kai Kanani should aspire to, especially considering the growth plan not involving building the fleet but becoming more exclusive in both price and passenger load. This will inevitably cancel out the middle-class vacationer. The company should aspire to create that exclusivity while still advertising and marketing in media circles that cater to the tourist. The look and feel will certainly not be unattractive to the tourist though there is some risk of appearing “uppity.” This should be kept in mind in the language and imagery used in all advertising and collateral.

Conclusion

Kai Kanani Sailing Charters suffers from a common Hawaii problem: they struggle to distinguish their brand from those of their competitors. To most tourists, all sailing companies are generally the same. The Kai Kanani brand is not distinct, looking very much like quite a few other popular tourism brands in the Hawaiian Islands. This sameness makes it difficult to create a unique visual impression to help tourists relate their positive experience to a unique identity.

Competing in the Maui tourist market calls for radical differentiation, both in visuals and service, especially in a down economy. A rebranding campaign will create a clear and concise vision for tourists of what Kai Kanani offers. Coupled with the already top-level customer service and you have a wonderful business formula that will create lasting wordof-mouth marketing, increased online bookings, and a loyal customer base.

References AP, (2009). Report: Hawaii’s tourism industry in ‘crisis mode’ eTurboNews Retrieved from http://www.eturbonews.com/8603/report-hawaiis-tourism-industry-crisis-mode Chiaravalle, B., & Schenck, B. F., (2007). Branding for dummies. Hawaiian Airlines, (2010). About us. Retrieved from www.hawaiianair.com/AboutUs Laney, L.O., (2008). Economic forecast: Maui edition. First Hawaiian Bank. Retrieved from www.fhb.com/hm_ econ.htm#2008/2009 Maui Information Guide, (2007). Your maui guide. Retrieved from www.mauiinformationguide.com Maui Visitors Bureau, (2010). Discover your maui. Retrieved from www.visitmaui.com Neumeier, M., (2007). Zag: The #1 strategy of high-performance brands. Berkeley, CA: New Rider. Rosa, J., (2008). How bad is it? Hawaii Business Retrieved from http://www.hawaiibusiness.com/Hawaii-Business/July-2008/How-Bad-Is-It/

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Brand Development

Section 2

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Visitors come to Maui

with high expectations for a “Hawaiian Experience� and they are often let down. Aboard Kai Kanani, with the attention to customer service, quality, and safety, guests will find the Hawaii they have been hoping for and true Aloha Spirit.

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Logo History

New Logo Development

As the story goes, when Captain Sid Akiona decided to start a boat company in 1985, he decided to name his new 43 foot catamaran after his daughter Kanani. Captain Sid had a photo profile reproduced of his daughter as a decal which he had placed on the outside of the forward part of the cabin, just underneath the mast. Eventually, as Kai Kanani began to find success in the sailing charter business, it was decided that they should have the profile adapted into a piece of “logo art” that they could use on signage and brochures. In 1995, a local design firm called Tradewind Graphics designed the logomark based on the profile image but the company failed to apply for a trademark designation from the federal government.

The process of developing the logo began with simple sketching, moving to color pencils (and what amounted to full color drawings) to vector art. The logotype was decided on right away, but the mark went through many iterations before it was decided on.

When Captain Roger Gildersleeve was hired as General Manager in 2003, the logotype was modified to reflect a “higher end” feel. When this case study branding project commenced in the Fall of 2010, this logo was still the operating trademark used. Since that time, a lawsuit has been filed by Hawaiian Airlines for trademark infringement, causing Capt. Gildersleeve to have to begin a rebranding process. Ironically, they decided to adopt the designs in this book with very few modifications.

1995

2003

2011

In late 2010, Hawaiian Airlines filed a trademark infringement lawsuit, spurring Kai Kanani into a rebranding effort.

Hawaiian Airlines current logomark

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Brand Development

Brand Development

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Tagline Development

Moodboards

A tagline is a phrase created to act as a “tag” to the identity of the company, an audio “logo” as it were. The process of developing a tagline for Kai Kanani began with the visual and market research, with the goal of creating a phrase that best communicated to its target audience. This was a challenge because the target audience is a broad group.

MDM 565 Design Research

Name: David Glenn Taylor Date: 11/6/10

5.2.3a Project: Moodboard C

Three moodboards were developed to begin establishing a visual direction for the overall brand approach. these included color swatches, images, pieces of texture, typography and targeted imagery. All three of these moodboards targeted a different audience and each had loads of potential.

Below is a sample of the perspective taglines and the chosen result:

Welcome to the

MDM 565 Design Research

New Old Fifteen Minutes from Molokini.

solitude

Hawaii!

A lifetime away from worry.

Kai Kanani

A Vacation from Your “Vacation.” Sail Kai Kanani.

MDM 565 Design Research

The aloha spirit lives Name: David Glenn Taylor Date: 11/6/10

5.2.3a Project: Moodboard B

We all wish we were

Name: David Glenn Taylor Date: 11/6/10

5.2.3a Project: Moodboard A

young again.

...sail away... Position a scan of one of your three moodboards in this space. Use Acrobat Sticky Notes to add comments about features in your moodboard that you would like to call out.

Be young in your

Maui’s Most Exclusive Sailing Experience.

mind.

The Art of Carefree Position a scan of one of your three moodboards in this space. Use Acrobat Sticky Notes to add comments about features in your moodboard that you would like to call out.

Welcome Aboard Kai Kanani.

LINEN

Maui Noi Ka Oi

LEATHER

YOUNG, SEXY, FREE 17

Brand Development

Brand Development

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Brand Foundation

Kai Kanani Sailing “Fifteen Minutes From Molokini” style 02 • Young, Sexy, Free Existing Company Logo:

Project Synopsis: Kai Kanani Sailing Charters offers a luxury sailing and snorkeling experience aboard Kai Kanani II, the most exclusive catamaran on the Island of Maui in Hawaii. With the closest anchor to Molokini Crater, an extinct volcano crater in the middle of the channel between Maui and Kaho’olawe. Our campaign will focus on highlighting the Exclusive experience of snorkeling the Crater alone, the Luxury experience of the Wailea location and Aloha experience of a friendly and knowledgeable crew that pride themselves in great customer service. Using strong word-of-mouth media, including direct mail and hand-delivered media, our goal is to paint a picture for activity sales reps and resort concierge that helps them understand that caring for their guests means sending them on board the Kai Kanani. Meanwhile, we’ll be focusing our online ad space purchases at major travel sites such as Expedia, Travelocity and Hotwire. Also, a great deal of focus will be placed on search engine optimization, ensuring that we are top two or three on all major search engines.

New Logo Sketches:

Kai Kanani Sailing “Fifteen Minutes From Molokini” style 01 • The Art of Carefree Existing Company Logo:

Project Synopsis: Kai Kanani Sailing Charters offers a luxury sailing and snorkeling experience aboard Kai Kanani II, the most exclusive catamaran on the Island of Maui in Hawaii. With the closest anchor to Molokini Crater, an extinct volcano crater in the middle of the channel between Maui and Kaho’olawe. Our campaign will focus on highlighting the Exclusive experience of snorkeling the Crater alone, the Luxury experience of the Wailea location and Aloha experience of a friendly and knowledgeable crew that pride themselves in great customer service. Using strong word-of-mouth media, including direct mail and hand-delivered media, our goal is to paint a picture for activity sales reps and resort concierge that helps them understand that caring for their guests means sending them on board the Kai Kanani. Meanwhile, we’ll be focusing our online ad space purchases at major travel sites such as Expedia, Travelocity and Hotwire. Also, a great deal of focus will be placed on search engine optimization, ensuring that we are top two or three on all major search engines.

New Logo Sketches:

r255,g246,b221

Tagline: Perpetua Bold Body: Perpetua Regular

Pantone 462 r90,g72,b31

Pantone 5575

r172,g199,b189

Pantone 110 r239,g203,b47

Fifteen Minutes from Molokini

Pantone 451

r178,g170,b128

A Lifeteime Away From Worry

Sample Body Text: essit laborrum quae estiusant fuga. Bore nobitam, cus, el estiur, conetMenia comnia sam, sequid quibea quoditatin pla cum nem ut pelit odi ut laborerum ium faciiss erupta quia quos alibus essinci litaspel ium el et, soluptae imendistis utatem everist andi

Pantone 539 r42,g44,b66

carefree solitude sea breeze timeless mindful youthful natural

Head: Tagline: Bodoni SvtyTwo ITC TT Body: Adobe Garamond

Pantone 5503

Pantone 563

Pantone 458

Pantone 5763

Pantone 465

Pantone 142

r156 g198 b201

Gloucester MT Extra Condensed

Colors

Pantone 7499

Imprint MT Shadow

Fonts

Head:

Colors

Sample Body Text: essit laborrum quae estiusant fuga. Bore nobitam, cus, el estiur, conetMenia comnia sam, sequid quibea quoditatin pla cum nem ut pelit odi ut laborerum ium faciiss erupta quia quos alibus essinci litaspel ium el et, soluptae imendistis utatem everist andi

young rebellious free sexy passionate energetic lovely

Fonts

Welcome Aboard Kai Kanani

Keywords

Fifteen Minutes from Molokini

Keywords

Headline & Tagline:

Headline & Tagline:

r113 g123 b59

r115 g200 b185

r206 g170 b125

r231 g214 b111

r253 g190 b96

The mood of the brand carries great significance with a company such as Kai Kanani,

Kai Kanani Sailing “Fifteen Minutes From Molokini” style 03 • New Old Hawaii Existing Company Logo:

because when it comes to tropical vacations, it’s all about the mood. In general, people come to Maui when they need it the most so when they arrive, they are stressed, fatigued and ready for relaxation. So it is essential that companies wishing to endear themselves to these guests strike the right tone with their entire presentation, from first encounter to their final “Aloha.” The two directions on the left page represent different ends of the spectrum: The first direction, a sexy, luxurious attitude with a carefree whim. The logomark developed for this moodboard features a frigate bird overlapping the logotype. The frigate makes their nest inside Molokini Crater but is free to roam. The color palette is more neutral safari, while the typography is in a classic mode. This brand direction was targeted at a younger audience, ages 15-35.

Project Synopsis: Kai Kanani Sailing Charters offers a luxury sailing and snorkeling experience aboard Kai Kanani II, the most exclusive catamaran on the Island of Maui in Hawaii. With the closest anchor to Molokini Crater, an extinct volcano crater in the middle of the channel between Maui and Kaho’olawe. Our campaign will focus on highlighting the Exclusive experience of snorkeling the Crater alone, the Luxury experience of the Wailea location and Aloha experience of a friendly and knowledgeable crew that pride themselves in great customer service. Using strong word-of-mouth media, including direct mail and hand-delivered media, our goal is to paint a picture for activity sales reps and resort concierge that helps them understand that caring for their guests means sending them on board the Kai Kanani. Meanwhile, we’ll be focusing our online ad space purchases at major travel sites such as Expedia, Travelocity and Hotwire. Also, a great deal of focus will be placed on search engine optimization, ensuring that we are top two or three on all major search engines.

The second direction recalls “Old Hawaii,” featuring the “Big Kahuna,” surfing legend Duke Kahanamoku, plus aloha patterns, colorful flowers and tourists having a great time being tourists. The color palette is bright, cheerful and spontaneous. The type choices are equally playful. This brand direction was created for a slightly older audience, ages 35-65. The logomark features a classic Hawaiian “claw” sail and pointed prow, again staying with the Old Hawaii theme.

New Logo Sketches:

Headline & Tagline:

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Brand Development

legendary aloha big kahuna nostalgic hula surf musical

Head:

Pantone 387 r224,g232,b48

Tiki Tooka BV Tagline: Pronto Body: TW Cent MT

Colors

Sample Body Text: essit laborrum quae estiusant fuga. Bore nobitam, cus, el estiur, conetMenia comnia sam, sequid quibea quoditatin pla cum nem ut pelit odi ut laborerum ium faciiss erupta quia quos alibus essinci litaspel ium el et, soluptae imendistis utatem everist andi

Fonts

A Lifeteime Away From Worry

Keywords

Fifteen Minutes from Molokini

Pantone 484 r152,g50,b34

Pantone 1495

r2555,g145,b51

Pantone Cool Gray 2

r230,g231,b232

Pantone 7503

r167,g158,b112

Pantone 5483 r88,g145,b153

The final direction was designed for a broad audience, from young to old, appealing to the need for escape, seclusion and health. The color palette is soft and passive, with a typography that is classic but with curves to relax the reader. This appealed most because of its flexibility and depth and a desire to appeal to a larger audience.

Brand Development

20


The Graphic Toolbox

BELOW: The first version of the Graphic Toolbox, with image samples, color, type and featuring the old and new Kai Kanani logos. LEFT: The final Graphic Toolbox.

Once a brand direction was decided, a graphic “toolbox” was compiled (and revised throughout the year), featuring the chosen logomark and tagline, selected typefaces, colors and textures, along with samples of imagery, design elements, and examples of execution. All of these are explained at length is section 3, the Style Guide.

Designer Notes David Glenn Taylor

A Lifetime Away from Worry Kai Kanani Sailing Charters offers a luxury sailing and snorkeling experience aboard Kai Kanani II, the most exclusive catamaran on the Island of Maui in Hawaii. With the closest anchor to Molokini Crater, an extinct volcano crater in the middle of the channel between Maui and Kaho’olawe. Our campaign will focus on highlighting the Exclusive experience of snorkeling the Crater alone, the Luxury experience of the Wailea location and Aloha experience of a friendly and knowledgeable crew that pride themselves in great customer service. With the new Kai Kanani logo leading the way, presented here are examples of imagery, type and textures that will be used in the new brand identity campaign. These elements will be used in all areas of the company’s design needs, including brochures, web design, uniforms, retail, vehicle graphics and all other visual areas.

Image Samples

It should be noted that while the logo, type and color palettes are final, images and textures will evolve further as the campaign progresses

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

Tagline: Bodoni SvtyTwo ITC TT Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

K AI KANANI SAILING makena,

maui

Body: Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

A graphic toolbox is a starting point, allowing the brand to be developed further and executed across a broad campaign.

21

Brand Development

A Lifetime Away from Worry

A Lifetime Away from Worry

Pantone 5503

r153 g191 b194

Pantone 563

r123 g187 b178

Texture

Head: Gloucester MT Extra Condensed

current logo

Color Type

Kai Kanani’s colors are bright and lively; they scream “I am on vacation and I’m going to have fun!” In many ways, it is typical tropical fare, but with an energy that is not gaudy but luxurious.

Pantone 458

r221 g205 b105

Pantone 116 r254 g203 b0

c39 m3 y11 k8

c52 m1 y26 k3

c2 m7 y58 k7

c0 m12 y100 k0

Pantone 5763

Pantone 465

Pantone 159

Pantone 539

c36 m16 y62 k48

c7 m27 y55 k22

c1 m74 y100 k7

c100 m58 y23 k77

r110 g118 b69

r179 g153 b93

Brand Development

r199 g91 b18

r0 g42 b66

22


Ad Campaign Development One of the most common ways to encounter a brand’s message is through advertising. This process begins by developing sketch “thumbnails,” very quick sketches that help to develop a visual direction for the ad. Below are three groups of thumbnails. On the following page, you have the ads that resulted in each group and their revisions, followed by the selected ad.

AD 1 AD 1

AD 2

AD 3

AD 2

Fifteen Minutes from Heaven.

With the nearest location to Molokini Crater, the top sailing crew and an open bar with local beers on tap, Kai Kanani provides a Maui snorkeling experience unlike any on the island.

www.kaikanani.com

AD 3

23

Brand Development

Brand Development

24


Style Guide

Section 3

Many large companies require complex

style guides that dictate the minutest detail of company communications. This allows them to keep the distant arms and legs of their company from going “rogue,” keeping a consistent, company-wide brand identity. This is not the situation for a small company such as Kai Kanani. Instead, Kai Kanani’s style guide is simple, straight forward and easy to digest. The style guide is ideally created for Kai Kanani’s vendors, the various graphic artists and promotional representatives that end up using the Kai Kanani identity in various ways. On a small island such as Maui, producing even a proper t-shirt design can often go awry for any number of reasons. A simple, easily distrubted style guide can save Kai Kanani a lot of trouble.

26


The Kai Kanani Logo

Using the Color Logo

The logo contains the “mark,” consiting of the sail in gradiated colors, coupled with two gradiated blue waves running horizontal under the sail. The mark can be used without the Kai Kanani typeface treatment as a design element. Conversely, the Kai Kanani logotype can be used independently of the logomark in situations such as horizontal signage, etc. Often, when needed, the horizontal version of the logo (1.2) can be used effectively. The words “Kai Kanani” are in gradiated navy blue and set in a typeface called “Pronto.” This typeface is never to be used in any other situation besides the Kai Kanani logo letter treatment.

logo-mark

logotype

subtype (variable)

1.1 The Kai Kanani logo in vertical format, full color and in “One” color

The subtitle words may vary between “Sailing • Maui”,“Makena • Maui”, or “Crew • Maui.” This subtype should always be set in the font TW Cent MT Bold. The subtitle should always be present when the logotype is used.

Because of the varied color (2.1) spectrum of the Kai Kanani color mark, the Kai Kanani logo should be produced in color whenever possible. Using “4 Color Process,” that is using Cyan, Magenta, Yellow and Black ink (CMYK) process, is common to most inkjet and laserjet printers and will be suitable for reproduction. The Kai Kanani logotype should be used in color whenever possible, with a gradient of navy and deep blue colors preferred (2.2). A solid navy blue can be used when 4 color process is unavailable.

2.1 The Kai Kanani logo in vertical format, full color and in “One” color

The Tagline (2.3) should be presented in Orange when appropriate and black or white in all other situations. 2.2 The Kai Kanani logo in horizontal format

Pantone 142 (see page 29 for process colors) 1.2 The Kai Kanani logo in horizontal format

2.3 The tagline in color

27

Style Guide

Style Guide

28


Treatment of the Logotype

The Logo Fonts The words used in the Kai Kanani logo appear in selected typefaces by design and should never be replaced in any way by any other typefaces. The words Kai Kanani are created in the font “Pronto”(3.1). This font is not used in the greater Kai Kanani brand presence for any other words other than “Kai Kanani,” with the exception of select signage situations.

A logo should, above all, be easy to read. There are situations that require specific adjustments to the logotype in order to maintain legibility of the Kai Kanani name. Presented here are examples of those situations and the acceptable solutions. 3.1 Kai Kanani set in the font “Pronto” 4.1 logotype in one color navy blue (see page 28)

4.2 4 color logotype on light background

The Subtype (see page 19) is set “all caps” in the typeface “TW Cent MT” (3.2) and is also unused in any other brand components for Kai Kanani.

3.2 Subtype set in “TW Cent MT”

4.3 logotype reversed on high contrast image with drop shadow

29

Style Guide

4.4 logotype reversed on dark background

Style Guide

30


Clearspace Requirements

Treatment of the Logomark

Clear space is the area that surrounds the logo. To avoid visual clutter and potential distraction, this area should be kept free of any graphic elements. The Kai Kanani logo clear space is the area defined by the shading shown. This area is to remain unfilled at all times. DO NOT fill this space.

The logomark is distinctive and will stand out in many situations. Follow these guidelines to make sure that the logomark is always presented in the best light. Also, refer to the clear space guidelines on the next page whenever you are making decsions on use of the logomark or the entire logo. 5.1 logomark in 4 colors, the preferred presentation

5.3 logomark regular and reversed on high contrast image with drop shadow

31

Style Guide

5.2 use the one color logomark when the background blends with the color mark’s main colors

5.4 logomark on dark background

Use of typical measuring units for clear space requirements does not work. You cannot say “leave an inch” because the logo is scalable and will be used in many different sizes. With this in mind, the diagram below (1.6) demonstrates the minimum amount of clear space the logo should reside in, allowing 1 space (1s) at all times. The approximate width of 1s = height and width of the letter “K” from the logotype. So the “K” will always be the determining measurment for clear space. Any time the logo is used, the clear space must be maintained to achieve the maximum impact in all graphic environments.

width of letter “K” in logo = 1 space (1s)

DO NOT FILL THIS SPACE

DO NOT FILL THIS SPACE

6.1 Always leave enough room around the logo that the Kai Kanani identity feels uncramped. As a general rule, use the measurement of the “K” in the logo as a measurement, leaving 1 space at all times.

Style Guide

32


Minimum Sizes To ensure that the Kai Kanani logo is always legible and accurately reproduced, the logo should never be printed at a size smaller than 1.5 inches in width (7.1a) or 2 inches for the horizontally formatted logo (7.2b). Occasionally space and or printing requirements dictate that the logo appear smaller than the minimum size. In these instances, use the type treatment alone without the mark. Note that when used this way, the mark must appear somewhere within the document. For digital applications, the minimum size for the vertical logo is 175 pixels wide (8.1a) while the horizontal logo width should always be at least 225 pixels (8.2b).

PRINT

DIGITAL 185 pixels

A

E

B

F

Wrong Uses The following examples represent unacceptable uses or modifications of the Kai Kanani logo.

1.5� wide

A) Do not alter, change or add other elements to the logo.

logo or mark as part of a phrase.

B) Do not alter the dimensions or proportions of the logotype and mark.

7.1a PRINT vertical logo minimum size 8.1a WEB vertical format logo minimum size

C) Do not change the typeface. D) Do not use the logo at a size smaller than 1.5 inches wide. E) Do not change the colors.

225 pixels 2� wide

Do not use the

C

F) Do not use the logo as part of a phrase.

G

Kai Kanani

G) Do not use the logo on a solid color, low contrast background without reversing the logotype to white. 7.2b PRINT horizontal logo minimum size 8.2b WEB horizontal format logo minimum size

33

Style Guide

D

Style Guide

34


Business System

Brand Typefaces

The Kai Kanani business system showcases some of the beautiful photography available for company promotional use (see page 39) and is available for all company correspondence. Business cards are two sided, with four options for photos on the back of the card.

On page 29, we explained the fonts that are used in the Kai Kanani logo. Shown here are those typefaces used in Kai Kanani’s collateral, including but not limited to advertising, promotional materials, signage, vehicle graphics, correspondence, billing and all other forms of communications.

M A K E N A • M AU I

Using these typefaces consistently will build the Kai Kanani brand presence and allow for a consistent voice wherever the Kai Kanani name appears.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 7.1 Gloucester MT Extra Condensed is the HEADLINE font. Use this typeface on all headlines and attention getting elements.

7.2 P22 Cezanne is an optional HEADLINE font, for delicate use in advertising or communications when an extra touch of “class” is necessary. Mr. David Taylor 1234 Front Street Anchorage, AK 99501

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 7.3 Bodoni SvtyTwo ITC TT Italic is the TAGLINE font and can be used as a SUBHEAD font as well.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdef ghijklmn opqrstuvw xyz 7.4 Avenir Light is the BODY COPY font and is used for all advertising copy and large groups of text

35

Style Guide

Style Guide

36


A

Brand Color Palette

Texture

Color creates energy for any brand. With this in mind, specific colors have been selected for use in all Kai Kanani brand materials. Those colors are represented here, along with three types of color:

Textures refer to tactile elements that evoke an feeling of connection between the customer and the experience of sailing aboard Kai Kanani. Shown here are five textures that can be used as physical in retail environments or the texture images as design elements in advertising and collateral.

• Pantone (“spot”) colors for use with the one color logo or when 4 color process is not available.

B

C

D

E

• RGB for electronic use • CMYK for 4 color process use. These colors should not be replaced by any other colors at any time.

8.1 Kai Kanani selected textures: A. Bamboo B. Leather C. Tropical Leaf D. Sand E. Old Paper

Note on Image Color and Resolution:

Printers and computer monitors require different resolution images. Use this guide to determine which resolution you will need for your objective:

37

Style Guide

Medium

Color Mode

Resolution

PRINT WEB VIDEO

CMYK RGB RGB

300 dpi 72 dpi 120 dpi

Style Guide

38


Images

Voice

Nothing speaks to what Kai Kanani is to its customers more than the images we use to communicate. Shown here are examples of images to be used in company communications and collateral.

Speaking About Kai Kanani

NOTE: Only images that are either owned by Kai Kanani or whose license has been purchased by Kai Kanani are for use in Kai Kanani advertising or collateral.

Kai Kanani’s voice is familiar and friendly but respectful of our guests time and efforts taken for their vacation. It is knowledgeable and helpful. It should not be condescending or overly academic, but confident about the Maui waters and sealife, never patronizing guests but always helping them to enjoy their experience. The Kai Kanani II vessel should always be referred to as a “she” and treated as if she were one of the crew.

The consistent use of visual elements can have a significant impact when establishing brand recognition. Equally important, but often overlooked, is voice. By voice we mean the kind of language we use or “how” we speak with our various audiences.

Whenever possible, use the first person plural (“we”) to describe Kai Kanani as a company. For example, instead of “the Kai Kanani crew is here to serve you,” consider: “We are here to serve the you.” While employing this kind of language isn’t always possible, try to keep it in mind when creating any communication – regardless of size. The thoughtful and consistent use of a familiar, mindful voice will have a lasting impact upon how we are perceived within the circles of guests we serve.

39

Style Guide

Style Guide

40


Campaign Execution

Section 4

41

There’s a great bumper sticker

that is popular on the island. It reads “Slow down. You’re not on the Mainland.” As was pointed out in the research paper, the Maui market is somewhat unusual. It is a very small island, where shaking the hand of the hotel concierge is more important than having your name come across the radio or television set. At the same time, the manifest on any given day might include names like Cuba Gooding Jr., Mariah Carey or Newt Gingrich, who have all been guests aboard Kai Kanani. The execution of any promotional campaign for Kai Kanani requires a flexibility and a look and feel that speaks to the high-end customer while not coming across “unrelaxed or pretentious.” It seems obvious but it’s important to keep in mind: our guests are on vacation and they want to relax. So the elements in this campaign say, “Slow down. You’re not on the Mainland.” We’ll take care of all the details... it’s time to relax.

42


Advertising

For print and web advertising, several elements have been selected to communicate the brand and are required placement in ad layout. How each element is used can be interpreted by individual designers as long as brand fonts are being used (pg. 36) and the overall appearance of the ad resembles the examples shown here.

FULL PAGE

Signage

Two signs have already been created featuring the new identity for Kai Kanani. Both signs are for the new Kai Kanani retail store, with the “blade� sign underneath the awning facing perpendicular to the entrance. The Kai Kanani offices are directly above the retail store.

PRINT

PRINT

HALF PAGE

Secondary Image

Fifteen Minutes from Heaven. With the nearest location to Molokini Crater, the top sailing crew and an open bar with local beers on tap, Kai Kanani provides a Maui snorkeling experience unlike any on the island.

Fifteen Minutes from Heaven.

www.kaikanani.com

Approved Image

WEB

BANNER

Click to Escape.

WEB

SQUARE

Body Copy

With the nearest location to Molokini Crater, the top sailing crew and an open bar with local beers on tap, Kai Kanani provides a Maui snorkeling experience unlike any on the island.

www.kaikanani.com

One Click from Heaven.

url

Logo Placement in corner area

43

Campaign Execution

Campaign Execution

44


Website

Kai Kanani’s website is colorful and full of energy. Beautiful photographs are featured everywhere, lead by wide banner images on each page. Visitors to Maui or concierge at the resorts can book trips through the website and receive 10% off the total cost. There is video, social media links, plus a testimonial area from TripAdvisor, a very important website where guests can leave reviews of the vendors they patron while on vacation.

TESTIMONIALS

FINAL SITEMAP

HOME

ADVENTURES

WHALE WATCHING

SUNSET CRUISE

EXCLUSIVES

VIDEO

HOMEPAGE MEDIA

ABOUT KAI KANANI

SNORKEL MOLOKINI

OCEAN LINKS

OUR CREW

FACEBOOK

OUR VESSEL

TWITTER

POLICIES

CONTACT

IN THE COMMUNITY

CREW BIOS EXPRESS

DELUXE

BOOK IT!

BOOK IT!

BOOK IT!

BOOK IT!

BOOK IT!

CURRENT WEBSITE HOMEPAGE Clockwise from left: Homepage, Adventures page, Molokini Express page, Our Vessel page (About Kai Kanani), Our Crew page (About Kai Kanani). 45

Campaign Execution

Campaign Execution

46


Sail Graphics Many of the boats in Hawaii feature their branding on the main and spinnaker sails. This is an expensive process as a main sail with graphics screening for a boat such as Kai Kanani start at over $20,000. But the visibility of such graphics from all the resorts is well worth the cost.

47

Campaign Execution

Vehicle Graphics

Kai Kanani has three Mercedes Benz shuttles that pick up guests at Wailea resorts. Below are proposaed branded vehicle graphics for those shuttles. They are not gaudy but simple, leaving areas of the van untouched. Much of the vehicle graphics that you see on the island feature fish, turtles and smiling tourists. As an approach to a high-end target market, we feature our luxury catamaran only, the idea being that our market knows what they are looking for: luxury and relaxation.

Campaign Execution

48


Apparel & Schwag

In June of 2011, Kai Kanani opened up a retail store where they sell snorkeling equipment, beachwear and supplies and tropical apparel. This store should also feature Kai Kanani logowear, specifically targeted for a higher end audience. All clothing should be higher quality materials from name brands such as Tommy Bahama and Columbia.

Kai Kanani Chico Bag

Women’s Facebook Fan T For more on Kai Kanani Social Media, see page 52.

Men’s Tommy Bahama Tropical Shirt Women’s Columbia Fleece Hoody

Men’s Columbia Performance T Women’s Columbia Yoga T

49

Campaign Execution

Kai Kanani Sun Visor

Kai Kanani OR Sunhat

50


Brochure

In every hotel, corner store, and in activity sales shops all over Maui, there are rack card holders carrying up to 100 different activity companies’ 4 x 9 rack cards and brochures. Tourists are hit with a plethora of large typography. In this situation, it is difficult to stand out. The brochure design below is two sided to feature either the Molokini trips or the Sunset Sail trip. Kai Kanani’s brochure will stand out because of the clean, beautiful script call-out word.

Social Media

Social Media has become an important part of most businesses in the US, but it is extremely important for companies that deal in tourism. Keeping a good word-of-mouth engine going is a high priority for Kai Kanani and their facebook and twitter pages reflect this. The facebook page shown here is the actual facebook change with the new identity, recently adopted. The twitter page is a proposed design

Facebook and Twitter are not the only social media sites

out there, just the two most popular and the most useful by far for Kai Kanani, who bring a random selection of passengers aboard their boat every day. These two sites allow them to share information and photos with their clients quickly and often.

A cost-saving approach, this accordion-fold brochure features the two “money-maker” trips for Kai Kanani, the Molokini snorkel trips and the Sunset Cruise.

One idea to help connect Kai Kanani passengers to the company’s social media is to create “facebook fan” shirts, given aboard the boat to anyone who has already “liked” Kai Kanani on facebook. By the end of the trip, perhaps several others will have “liked” Kai Kanani’s page on their mobile phones. 51

Campaign Execution

Campaign Execution

52


Motion Graphics

Kai Kanani has not traditionally used video or motion graphics to advertise its product. This simple :30 second spot would be a great addition to the website homepage or even for placement on television. The storyboard was developed to 12 frames, then the full motion graphic created using Adobe InDesign and Final Cut Pro.

“Welcome to Burnout” Kai Kanani :30 Opening shot of a map. VO: “This is the quaint little town of Burnout, and you live there...” Burnout word is growing larger... Music: country western twang

Map moves quickly, blurring across the screen. VO: “...so you bought a ticket to...”

Map stops with a jolt on Maui! VO: “...Maui! Which was a brilliant idea because Maui is where Kai Kanani is showing people from Burnout how to relax and enjoy themselves...” Music: Hawaiian uku’lele

Fly in zoom towards the boat.

Zooming stops, with still cutout of the boat zig zagging towards Molokini Crater... VO: “Only 15 minutes from Molokini Crater, you’ll be snorkeling the ‘big pool’ in solitude and...”

Slide moves quickly to the right...

Actual movement of a three column slot machine, with items landing on local beer, local coffee and local fruit...

VO:”..Featuring the best that Hawaii has to offer in refreshment...” LOCAL FLAVORS zips across the screen...

Click on image to view (requires Adobe Acrobat Pro)

Pan left to video image of a humpback whale. VO: “...and all the abundant sea life you can view.”

53

Campaign Execution

As voice over is speaking, still images of turtles, dolphins, whale sharks and fish slap down on the screen with subtle slapping sound, building to a disorganized mass of sealife...

Final movement lands on the Kai Kanani logo and tagline...

...which slowly grows in the frame. VO: “So spend some time away from Burnout. We’re Kai Kanani Sailing. Let us show you the best day of your vacation and a Lifetime Away from Worry.” Campaign Execution

54


Closing Note

Conclusion 55

It was incredibly ironic that while working on this project, Kai Kanani came under the stress of a branding infringement lawsuit and much of what I was doing became both for school and for the actual company. It is by far the most unusual beginning to any client relationship I have ever had. That said, it has been a real joy to work with a company with so much energy and life. The people of Kai Kanani love their guests and they love life on the sea. It is contagious and if you ever travel to Maui and step aboard the Kai Kanani II, you will catch the same Spirit of Aloha as I have this past year.

A Note on Images

All images of Kai Kanani are the property of Kai Kanani Sailing Charters and are not to be used with out expressed written consent of Kai Kanani’s owners. Apparel and schwag images are a combination of product images from Columbia Sportswear, Kai Kanani’s uniform vendor, and from Tommy Bahama. All other images were purchased from iStock.com for use in this book only.

56


Sunset over Molokini, photo taken by Capt. Roger Gildersleeve 57

58


david@sugarsled.com 907 903 3980

Kai Kanani Final Brand Development Book  

This is the final edition of the Kai Kanani Brand Development book.

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