&Smith rebrands luxury marina
&Smith has created new branding for luxury Adriatic marina Porto Montenegro by placing its existing identity in a new graphic context and creating a suite of new touchpoints.
Porto Montenegro is a full service super-yacht marina which features water front homes, bars, restaurants and shopping facilities in the Bay of Kotor, Montenegro.
The consultancy was approached directly by Porto Montenegro in November 2011 and asked to update its ‘visual identity palette,’ according to &Smith director Dan Bernstein.
A new graphic language with nautical patterns inspired by semaphore flags has been created, an expanded colour palette introduced, a new typographic style set and photography by Mark Read is used, art directed by &Smith in a five day photo-shoot.
Bernstein says, ‘Porto Montenegro attracts some of the world’s wealthiest people, so the design palette has to exude the sense of quality appropriate to a luxury product, while avoiding cliché and pretension.
‘For us, luxury is all about tangible details – from the way a brochure box opens, to the paper it’s made with and the flash of orange thread on a brochure’s spine.’
The main touchpoint is a presentation box, which contains three new brochures covering the marina as a whole, berths, and hotels.
In addition a new image library of around 40 photos has been delivered, and invitations and print ads have been designed.