It's Different Here
A resort with a long and winding history comes back to its roots.
client
Turnberry Isle
location
Miami, FL
project
Rebranding
Category
Resort
Turnberry Isle Miami is a luxury resort in the city of Aventura, Florida, featuring golf courses designed by Robert Trent Jones, a spa, tennis facilities, and restaurants. Turnberry Isle has had a long and winding road. The resort was developed by Donald Soffer, but in 1988, Donald Soffer sold a 50% interest in the property to Rafael Hotels. In 1996, the property underwent a renovation and expansion. The remaining interest was later sold to Rafael Hotels. The property was managed by the Mandarin Oriental Hotel group after Mandarin acquired the Rafael Group. Soffer’s Turnberry Associates reacquired the property in 2005, and in August 2011, Turnberry ousted hotel manager Fairmont Hotels and Resorts. In May 2012, the property became part of the Autograph Collection Hotels.
After taking back control of the hotel, and determining to manage the hotel themselves, Turnberry Associates turned to Panzano+Partners to rebrand the Turnberry Isle name as a stand alone brand.
The resort has a lot of history and has been built and designed and rebuilt and redesigned over the decades, so it’s not your typical, built from the ground up, resort. It’s got a lot of character.
A unique resort that delivers one of a kind experiences.
Turnberry Isle had just become an independent hotel again and they needed a new brand that reflected where they had come from but also where they were going. They weren’t a brand new hotel, but there were new aspects. They wanted to own their history but they also wanted to be seen as fresh and relevant. We decided to look at the things that made Turnberry Isle unique and focus on that. It’s different there.
Black and white
We determined that using black and white photography would set them apart.
environmental
Turnberry Isle is all about unique environments and secret places.
experiential
It’s all about the experience, from the resort itself to the staff to the activities.
