New name and corporate identity for the Trump International Golf Club and residency in Puerto Rico.

The brief:
Defining the next generation of refined tropical livingCoco beach is building a vision for a new and innovative Lifestyle concept in Puerto Rico that has never been seen before. 

Offering a unique take on tropical living – Coco Beach will offer visitors, residents and investors a destination experience aligned with their highly-connected, socially smart lifestyles. It will meet their demand for unique experiences and contemporary comfort, and make people look twice by redefining tropical living. The mission – to evoke true desire in a slightly different audience than you would usually find buying into the Caribbean. 

Although the desire isn’t to exclude the more typical demographic - those looking for a place to retire and spend their days playing great golf - Coco Beach is also after a new, less traditional and more demanding audience.

The key audience are 50+ year-old New Yorkers who are always ‘on’, with a keen eye for investment and a focus on staying young, as well as 40 year-olds playing by their own rules, with young families and a desire for a relaxed and secure second home surrounded by tropical warmth.

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Client: OHORIZONS GLOBAL, LLC
Project: Renaming, Repositioning and Branding across new consumer touchpoints, including residential, experiential and PGA golf audiences
Agency: FutureBrand/Hugo&Cat
Role: Consultant Creative Director
Date: 2016
Region: Global