BRAND STRATEGY, PALETTE & CREATIVE EXPRESSION January 16, 2020
604 WEST 6TH AVE. // DENVER, CO 80204 // 303-407-1976 // STRADAMADE.COM
Staring out the office window, you see the cursor blinking in your peripheral vision. Ticking out the measure of your day like a metronome. Do this. Then that. Then this again. But lately … you find yourself turning away more often. Toward the sunlight. Like a dahlia, rooted in just the right spot. Stretching up as vibrant as a Frida Kahlo painting. Someday, you think. Then again, maybe work is behind you. Someday soon, you hope, you’ll run across that perfect place that will inspire your next move. One that feels good. Icy michelada and toes-in-the-sand good. The kind of good that gets better over time. A place where you can walk for miles on an unspoiled, unpopulated beach — and it never looks the same twice. A place where you can explore the ruins of an ancient city that reigned for a thousand years. A place where you can see a great heron snatch up its wriggling breakfast, mere feet from your kayak. Or where you can teach English to local six-year-olds, who soak up every word like little esponjas. (Yes, you’ll learn plenty of Spanish in return.) That’s the kind of good waiting for you at Vivo.
Maybe that’s what happens when your story starts as the dream of a Canadian Olympic skier instead of just another project by just another developer. Cary Mullen wanted to repay his parents’ years of support and sacrifice with an amazing place for them to live. Now a community developer — Olympian work ethic intact — he traveled the globe with a checklist of 44 criteria. In the end, he chose Puerto Escondido for its warm people and climate. Spectacular beaches. And endlessly explorable landscape. Translating into “hidden port,” Puerto Escondido does appear to benefit from a protective aura — sheltered as it is from the path of hurricanes and conventional tourist trade. In an age of over-exposure and over-development, especially on the world’s oceanfront, this laid-back locals’ village and surf town has somehow escaped with its soul intact. For an adventurer like you, your someday has finally arrived. And this is what it looks like.
“Wealth is the ability to fully experience life.” ― Henry David Thoreau
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The Assignment
January 16, 2020
Our assignment is to evolve the brand to showcase Vivo’s essence, elevate the brand experience, and speak to the unmet desires of a more sharply defined audience. In this presentation, we’ll uniquely capture Vivo’s points of difference through an evolved brand strategy, palette and creative expression.
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The Situation
Even with a full moon ribboning across the waves, you can still see the Milky Way. The skies are dark here, and the quiet, slipping in between the crashing breakers, is just as complete. Under the moonlight, late at night, with few (if any) people crossing your path, this 12-mile shoreline can feel as pure and new as an undiscovered country.
January 16, 2020
It’s not, of course. Oaxaca has been home to humans since 2000 BC, with today’s 16 indigenous communities as a living reminder. But the difference is that, here on the Oaxacan Emerald Coast, ties to the past feel less frayed by the impact of tourism. There’s an integrity within the culture — a vibrancy, energy and soul — that feel cohesive and true to place. Like the Cabo of 40 years ago. That’s an important comparison. One that underscores the appeal of Vivo Resorts’ commitment to responsible development. In the off-the-beaten-path surf town of Puerto Escondido, along 12 miles of rare, pristine beach, Vivo is developing a resort community with uncommon respect for the land. Locals. And incoming residents, too.
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The Situation
This approach reflects the growing trend called ecotourism — low-impact, mindful of the environment and good for the well-being of locals. Or you could just call it respect. Either way, it’s an approach that has already proven itself. Vivo’s first property has found a solid audience, attracting primarily Canadians, and secondarily Americans. Affordability, quality and especially the location’s authentic spirit have proven huge draws. With limited direct flights and longer travel times from Canada and the US, Puerto Escondido is, happily, more remote and lesser known. But from a sales perspective, the flip side of that coin is, well, being more remote and lesser known.
January 16, 2020
So the big question is: how can Vivo play both sides to its advantage?
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The Opportunity
Vivo is developing a world-class destination. Now, the opportunity is to take marketing efforts to the next level in order to build momentum and increase the pace of home sales. We’ll need to stay mindful of aligning our marketing efforts with the values that created Vivo, continuing to draw kindred spirits into this way of life.
January 16, 2020
The strategy for 2020 is to penetrate more deeply the Canadian markets that offer direct flights to Huatulco, and to expand our presence in US markets that also have direct flights. Perhaps down the road, our focus can include Mexican and European markets. By building on a deeper understanding of this sharply defined audience, we’ll craft a brand that feels meaningful and opens a window into a life they’ll love at Vivo.
“People think millionaires own expensive clothes, watches, and other status artifacts. We have found this is not the case …. Wealth is more often the result of a lifestyle of hard work, perseverance, planning, and, most of all, self-discipline.” ― Thomas J. Stanley, The Millionaire Next Door
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Audience
UNSPOILED
January 16, 2020
Just like the shoreline they’ll live on. Despite owning assets that put them in the top 2-5%, our audience feels more gratitude than entitlement. Because Vivo is unconventional — off the beaten path, unpretentious, affordable — buyers lean that way too. A surprising number are (or were) small business owners and entrepreneurs, so they share a nimble, self-reliant, seeker’s spirit. A desire for destinations with a higher purpose. They prefer a road less traveled. Winding toward a surprise or two.
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Audience
HARD-WORKING
January 16, 2020
Their freedom to roam comes from decades of hard work. Current buyers tend to be late 50s to mid 60s, but they could be as young as their mid 40s, with kids old enough to make the trek. Many have a spouse with a pension-earning government career in teaching, nursing or firefighting, for example. They take pride in being smart with their money. So a high-quality, ground-floor opportunity in a clearly emerging travel destination? That resonates.
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Audience
CULTURALLY CURIOUS
January 16, 2020
Most of all, they want to invest in unique experiences that add joy, health and meaning to their lives. (That lazy week at a Mexican all-inclusive, with aftereffects, doesn’t do it for them anymore.) These are full-on grownups. Culturally curious. With the heart of a traveler. A willingness to see and hear and learn. A taste for the authentic, with all its intriguing imperfections. Because our audience sees romance in the real. Sophistication in the simple.
Insights
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1
Paradise is predictable. Discovery is the secret sauce. Every grain of sand is unique. But collectively, they don’t always feel that way. If you Google “beachfront homes Mexico” (or “Costa Rica” or “Belize”), up pops homepage after homepage of beautiful beaches. Panoramic views of sand, sea, sky and beaming couples. No matter how lovely, in a crowd like this it’s easy to get lost.
January 16, 2020
So, beach? Check. Quality? Just another check — because good quality feels like table stakes, too. Expected, not a differentiator to travelers familiar with four- and five-star experiences. Our audience is looking for something more transformative than a well-crafted margarita at sunset. Or even a well-crafted home. Whether they articulate it or not, they’ve reached the point in life when they’re hungry for more than beauty and fleeting pleasures. They crave new adventures. Fresh discoveries about the world. And maybe themselves, too.
Insights
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2
Everything ancient is new again.
January 16, 2020
In Puerto Escondido, the past isn’t really past. It’s woven, organically and beautifully, into the present. Rugged terrain kept Oaxaca’s indigenous groups isolated for millennia, preserving their distinct cultures. And history repeats itself. In modern times, Oaxaca’s southernmost location has kept over-tourism happily at bay. With 16 remaining ethnic groups, 22 languages and 150 dialects, Oaxaca feels like a mercado itself — a feast of color and flavor, diverse and utterly local. In this one region, more varied than any other in Mexico, you can explore beaches, mountains, mangroves and pine forests. Immerse yourself in traditions and customs vetted over thousands of years. And consider new (to you) ways to live. Perhaps in more harmony with the earth. More mindful. Healthier. Or, inspired by the Oaxacan sense of comunalidad, more meaningfully connected to family and community. With a spirit uniquely shaped by its land and people, Oaxaca — including the town of Puerto Escondido — offers in its ancientness something brand new to our audience. In other words, there’s the Mexico you know … and there’s Oaxaca. The difference between the two is our way in.
“Men and women are not the center of the natural world. We are not owners of nature; we are owned by nature.” —
Jaime Martinez Luna, Zapotec anthropologist
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Brand Values
January 16, 2020
The bedrock ideas and beliefs that animate Cary’s vision. Every manifestation of the Vivo brand is built on these fundamental principles. +
Family
+
Sustainability
+
Generosity
+
Optimism
+
Connection
+
Health
+
Value
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Brand Values
FAMILY
Cary wanted to create a place where his parents could retire in comfort, surrounded by good friends and natural beauty. SUSTAINABILITY
For a place to prosper, it must be viable for the long term: socially, economically and ecologically. GENEROSITY
January 16, 2020
In addition to being a pragmatic businessman, Cary truly wants to share the benefits of his vision with others. With his associates, his customers, the local community … everyone. He wants to give back – and the Vivo Foundation is just one example of this. OPTIMISM
The belief that, with the right outlook, the right resources and the right team, great things are possible.
CONNECTION
In contrast to the typical luxury resort experience, Vivo represents a more active and meaningful connection to the people, place and regional culture. One that grows deeper over time. HEALTH
An active lifestyle; a high-quality, low-stress environment; good friends; delicious fresh local food; aging in place in one of the world’s most beautiful destinations. It’s a prescription for life balance and good health. VALUE
The result is a different kind of resort: one that appeals not to traditional wealth but to a different value equation that is about experience, adventure, self-discovery and the concept of accessible luxury.
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Brand Values
FAMILY
Cary wanted to create a place where his parents could retire in comfort, surrounded by good friends and natural beauty. SUSTAINABILITY
For a place to prosper, it must be viable for the long term: socially, economically and ecologically. GENEROSITY
January 16, 2020
In addition to being a pragmatic businessman, Cary truly wants to share the benefits of his vision with others. With his associates, his customers, the local community … everyone. He wants to give back – and the Vivo Foundation is just one example of this. OPTIMISM
The belief that, with the right outlook, the right resources and the right team, great things are possible.
CONNECTION
In contrast to the typical luxury resort experience, Vivo represents a more active and meaningful connection to the people, place and regional culture. One that grows deeper over time. HEALTH
An active lifestyle; a high-quality, low-stress environment; good friends; delicious fresh local food; aging in place in one of the world’s most beautiful destinations. It’s a prescription for life balance and good health. VALUE
The result is a different kind of resort: one that appeals not to traditional wealth but to a different value equation that is about experience, adventure, self-discovery and the concept of accessible luxury.
19
Brand Values
FAMILY
Cary wanted to create a place where his parents could retire in comfort, surrounded by good friends and natural beauty. SUSTAINABILITY
For a place to prosper, it must be viable for the long term: socially, economically and ecologically. GENEROSITY
January 16, 2020
In addition to being a pragmatic businessman, Cary truly wants to share the benefits of his vision with others. With his associates, his customers, the local community … everyone. He wants to give back – and the Vivo Foundation is just one example of this. OPTIMISM
The belief that, with the right outlook, the right resources and the right team, great things are possible.
CONNECTION
In contrast to the typical luxury resort experience, Vivo represents a more active and meaningful connection to the people, place and regional culture. One that grows deeper over time. HEALTH
An active lifestyle; a high-quality, low-stress environment; good friends; delicious fresh local food; aging in place in one of the world’s most beautiful destinations. It’s a prescription for life balance and good health. VALUE
The result is a different kind of resort: one that appeals not to traditional wealth but to a different value equation that is about experience, adventure, self-discovery and the concept of accessible luxury.
20
Brand Values
FAMILY
Cary wanted to create a place where his parents could retire in comfort, surrounded by good friends and natural beauty. SUSTAINABILITY
For a place to prosper, it must be viable for the long term: socially, economically and ecologically. GENEROSITY
January 16, 2020
In addition to being a pragmatic businessman, Cary truly wants to share the benefits of his vision with others. With his associates, his customers, the local community … everyone. He wants to give back – and the Vivo Foundation is just one example of this. OPTIMISM
The belief that, with the right outlook, the right resources and the right team, great things are possible.
CONNECTION
In contrast to the typical luxury resort experience, Vivo represents a more active and meaningful connection to the people, place and regional culture. One that grows deeper over time. HEALTH
An active lifestyle; a high-quality, low-stress environment; good friends; delicious fresh local food; aging in place in one of the world’s most beautiful destinations. It’s a prescription for life balance and good health. VALUE
The result is a different kind of resort: one that appeals not to traditional wealth but to a different value equation that is about experience, adventure, self-discovery and the concept of accessible luxury.
21
Brand Values
FAMILY
Cary wanted to create a place where his parents could retire in comfort, surrounded by good friends and natural beauty. SUSTAINABILITY
For a place to prosper, it must be viable for the long term: socially, economically and ecologically. GENEROSITY
January 16, 2020
In addition to being a pragmatic businessman, Cary truly wants to share the benefits of his vision with others. With his associates, his customers, the local community … everyone. He wants to give back – and the Vivo Foundation is just one example of this. OPTIMISM
The belief that, with the right outlook, the right resources and the right team, great things are possible.
CONNECTION
In contrast to the typical luxury resort experience, Vivo represents a more active and meaningful connection to the people, place and regional culture. One that grows deeper over time. HEALTH
An active lifestyle; a high-quality, low-stress environment; good friends; delicious fresh local food; aging in place in one of the world’s most beautiful destinations. It’s a prescription for life balance and good health. VALUE
The result is a different kind of resort: one that appeals not to traditional wealth but to a different value equation that is about experience, adventure, self-discovery and the concept of accessible luxury.
22
Brand Values
FAMILY
Cary wanted to create a place where his parents could retire in comfort, surrounded by good friends and natural beauty. SUSTAINABILITY
For a place to prosper, it must be viable for the long term: socially, economically and ecologically. GENEROSITY
January 16, 2020
In addition to being a pragmatic businessman, Cary truly wants to share the benefits of his vision with others. With his associates, his customers, the local community … everyone. He wants to give back – and the Vivo Foundation is just one example of this. OPTIMISM
The belief that, with the right outlook, the right resources and the right team, great things are possible.
CONNECTION
In contrast to the typical luxury resort experience, Vivo represents a more active and meaningful connection to the people, place and regional culture. One that grows deeper over time. HEALTH
An active lifestyle; a high-quality, low-stress environment; good friends; delicious fresh local food; aging in place in one of the world’s most beautiful destinations. It’s a prescription for life balance and good health. VALUE
The result is a different kind of resort: one that appeals not to traditional wealth but to a different value equation that is about experience, adventure, self-discovery and the concept of accessible luxury.
23
Brand Values
FAMILY
Cary wanted to create a place where his parents could retire in comfort, surrounded by good friends and natural beauty. SUSTAINABILITY
For a place to prosper, it must be viable for the long term: socially, economically and ecologically. GENEROSITY
January 16, 2020
In addition to being a pragmatic businessman, Cary truly wants to share the benefits of his vision with others. With his associates, his customers, the local community … everyone. He wants to give back – and the Vivo Foundation is just one example of this. OPTIMISM
The belief that, with the right outlook, the right resources and the right team, great things are possible.
CONNECTION
In contrast to the typical luxury resort experience, Vivo represents a more active and meaningful connection to the people, place and regional culture. One that grows deeper over time. HEALTH
An active lifestyle; a high-quality, low-stress environment; good friends; delicious fresh local food; aging in place in one of the world’s most beautiful destinations. It’s a prescription for life balance and good health. VALUE
The result is a different kind of resort: one that appeals not to traditional wealth but to a different value equation that is about experience, adventure, self-discovery and the concept of accessible luxury.
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Points of Difference
January 16, 2020
Our brand’s greatest strengths over the competition. +
Affordable beachfront
+
Gentle nature
+
Interconnected
+
Just so ‌ and just enough
+
Comunalidad
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Points of Difference
Affordable beachfront
January 16, 2020
It’s not often these two words meet in the same sentence. A home at Vivo puts you not just close to, but on a pristine, world-class beach. For less money than you’d spend in most large (and landlocked) US cities. This, plus Puerto Escondido’s lower cost of living, makes Vivo a rare find for smart shopping beach lovers.
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Points of Difference
Gentle nature
January 16, 2020
Oaxaca’s indigenous people have always seen the relationship between man and nature as one of mutual respect. It’s a worldview shaped by geography and climate. With year-round warmth, lots of sunshine, moderate rain, relatively low humidity, and ultra-low risk of hurricanes, nature appears to smile on this little stretch of Mexico’s southern Pacific coast.
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Points of Difference
Interconnected
January 16, 2020
Many resorts feel huge and self-contained — like a beached cruise ship — seeing the outside world as a quaint backdrop instead of a living, breathing neighbor. Vivo moves from observer to active participant, embracing Puerto Escondido as a place to explore, learn from, fall in love with and give back to. It’s a symbiotic relationship. Local culture finds authentic expression within Vivo. And residents discover a truer, deeper sense of home.
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Points of Difference
Just so ‌ and just enough
January 16, 2020
Vivo hospitality is thoughtful and responsive, but not over the top. With conveniences that simplify your life. Creature comforts that make your experience more enjoyable. Including pre-stocked kitchens. Nanny services. Easy rentals. Like everything here, hospitality strikes a comfortable balance. Creating ease and delight in just the right measure.
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Points of Difference
Comunalidad
January 16, 2020
Comunalidad (“commonality”) is Oaxacans’ core understanding of themselves as interwoven threads in a cultural tapestry. Vivo cultivates comunalidad through a real sense of shared adventure. The vibe is convivial, social, joyful.
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Benefits
January 16, 2020
How the brand values and key points of difference come together to shape the Vivo experience. These benefits are subjective and personal. Felt rather than measured.
Health
Camaraderie
Peace of Mind
Joy
A life in rhythm with nature. Fed by sun, salt air and organic food freshly harvested from field and sea. Active and restful. Confident in care, from traditional curanderos to state-of-the-art medicine.
Barriers drop away here. Friendships are born over mole at Ernesto’s round onyx table. At the pool. Or chatting in a surf shop in La Punta. Warm climate, warm heart. The feeling that we’re kindred spirits – on this adventure together.
Knowing you’ve made a good decision helps you stay fully present. Without worry or second guessing. Because your home is in a safe, culturally rich destination that’s clearly on the rise. Built by a respected developer motivated by love for family.
It hits you when you most expect it … beach walks, gatherings of family and friends. And in out-of-the-blue moments of gratitude for the chance to grow, learn and give at every stage of life.
Brand Promise
Something drew you to this place, maybe something you can’t even explain. At first your head echoes with all the things that are gone from your life: the noise, the crowds, the traffic, the pressures of everyday life. The lack of civility. The cold. Too much gray. But over time, the thought of those things is replaced by the rhythm of the waves crashing into the shore. The 180-degree view of beach and ocean and sky, pure and uninterrupted. The stars at night. And the beauty of Oaxaca – the landscape, the farms, the towns, the shops, the mercado with its fresh fruits and vegetables and flowers in every color imaginable. (You can’t remember gray.) And then there are the people. Gentle, kind and generous. The place becomes a part of you. And as you explore farther, you discover more. And the adventurer in you is rewarded in ways you never expected. You find yourself in this place … at peace. Content. You live well but simply. You breathe more deeply. You appreciate what you have: good friends, good food, and time. Time to focus on the things you care about and to live completely in the moment. Life is beautiful. La vida es bella. And Vivo is good for the soul.
Brand Promise
Brand Promise
Good for the soul • Bueno para el alma
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Brand Pyramid BRAND PROMISE
Good for the soul
BENEFITS
Health Camaraderie Peace of mind Joy
POINTS OF DIFFERENCE
January 16, 2020
Affordable beachfront Gentle nature Interconnected Just so … and just enough Comunalidad
BRAND VALUES
Family, Sustainability, Generosity, Optimism, Connection, Health, Value
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Brand Dynamics
UNDER THE RADAR ANCIENT
MODERN
VALUE
QUALITY
HOME
GETAWAY
COMFORT ZONE ME MINDFUL January 16, 2020
NEXT BIG THING
DO NOTHING
ADVENTURE WE PLAYFUL DO EVERYTHING
BRAND DIRECTIVES Guidelines for all team members
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Brand Directives
Oaxaca ďŹ rst Honor the culture, commerce and natural environment of Oaxaca: +
Oaxacan style embraced: rustic, organic, vibrant in pottery, textiles, murals, etc.
+
A blend of traditional and contemporary forms
+
Vivo’s natural environment in harmony with the surrounding environment
+
Food sourced from local purveyors
+
Local/regional merchandising partnerships
+
Continuing education, such as classes in cooking, mixology, desert photography or weaving
January 16, 2020
+
Spa experiences incorporating local botanicals and curanderismo traditions
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Brand Directives
Real is the new perfect Redefine luxury. Not predictably perfect, but comfortable and unaffected: +
Service practices that feel professional, but never pretentious
+
Associates whose personalities are allowed to shine, encouraging genuine relationships
+
A mindset of inclusivity and generosity
+
Experiences that feel more organic. Less packaged than typical resorts
+
Brand language that is warm and personable. Avoiding words such as
January 16, 2020
“exclusive” or “premier”
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Brand Directives
Keep it fresh
January 16, 2020
Infuse Vivo with even more creative energy. Provide fresh experiences to create joy and enrich community life: +
Programming that’s varied, ever-evolving, changing with the seasons
+
Unique ways to encourage resident connections
+
Moments of surprise and delight throughout the resort
+
Pop-up shops and farmers markets featuring local goods
+
Rotating art exhibits by local artists
+
Varied seasonal celebrations
+
Artists-in-residence, musicians-in-residence offering classes
+
Associates empowered to create unexpected moments of joy
BRAND PALETTE Vivo’s toolkit for a compelling and consistent brand experience
Brand Palette Logo
THE POWER OF A TAGLINE + Continue logo lockup with tagline; “Oaxacan Beachfront Living” quickly conveys key information. + Change tagline to gray to spotlight Vivo’s offering
Brand Palette Color
OAXACA FRESH + A full, bold palette expressive of Oaxacans’ passion for color + A modern twist on traditional Oaxacan colors derived from nature + Red-orange, gold and pink take their cue from the dramatic sunsets + Blues and green reference the changing color of the ocean
Brand Palette Pattern
ANCIENT MEETS ABSTRACT + Arresting juxtapositions of traditional and modern + Crafted, handmade feel + Indirect reference to nature: sea, sand and ora + ConďŹ dent creative energy, unexpected in category + Graphic approach translates well for digital, events and signage
Brand Palette Typography
SIMPLE + EXPRESSIVE + An unexpected combination of handwritten and existent Vivo typography + Clean and modern, highlighted by a warm, personal touch. Like Vivo itself.
Brand Palette Photography Direction
A U T H E N T I C, D I S T I N C T I V E, A R T F U L
+ Find unexpected ways to depict typical resort themes. Create surprise
through a fresh point of view of the beach, resort, town life and Oaxacan culture. + Mix compelling portraiture, lifestyle, distinctive landscapes and still
life images that show beauty in small details. Tell a story. Draw the audience into the moment.
Brand Palette Photography Style
Brand Palette Photography Style
Brand Palette Photography Style
Brand Palette Photography Style
CREATIVE EXPRESSION How Vivo presents itself to the world
Creative Expression
VIDEO
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
Creative Expression
PLACEMAKING INSPIRATION Concepts for expressing the brand within the Vivo environment
Placemaking Inspiration Signage
Placemaking Inspiration Beach Activation
Placemaking Inspiration Beach Activation
Placemaking Inspiration Night Activation
Placemaking Inspiration Shop/Restaurant Activation
Placemaking Inspiration Oaxacan Art Integration
ยกGRACIAS!
Q4, 2019-2020 Vivo Marketing Plan