Rebranding an icon
In early 2011, one of the Great Barrier Reef’s premier tourist attractions – Dunk Island – fell victim to Cyclone Yasi. The island and its infrastructure was completely wiped out by the category 5 cyclone and efforts to rebuild the resort are still continuing today. As part of the resort’s redevelopment, we were approached to refresh the brand. The brief was to modernise the premium brand. However we also needed to stay true to the heritage behind the current logo, the Ulysses butterfly, which is recognised world-wide. The brand we created was clean, simple and effortlessly beautiful to align with the Island’s premium service offering. We applied the brand image and positioning to other brand collateral and touchpoints, including the website.