The Lineup
Brand Strategy.
With Four Fin Creative
Crafting a surf destination brand for the world’s most beloved surf destination.
Opportunity
Wai Kai, a new masterplanned community on Oahu was developing a world class surf park for both locals and visitors from around the world. The new park would be the first of its kind, offering waterfront recreation (including the world’s largest standing wave), entertainment, dining, and retail. A brand that would express Hawaii’s newest destination was in order.
My Role
Co-led the client and additional creative contractor teams through strategic working and naming sessions.
Conducted and analyzed management intake along with industry, company and competitive research.
Developed strategic brand elements and naming support to inform design team in creating a new brand identity system and sub-brand system.
Solution
Oahu’s countless attractions capture the classic ‘Hawaii’ we expect; pineapples, leis, and hula dancers. This project was anything but expected; the new park and its amenities would celebrate what has evolved to today’s modern ‘Aloha;’ a celebration of the watermen community, wellness, and nature.
From this core idea, the team landed on the ‘Lineup’ as a memorable name that captures what the destination will offer while nodding to true Hawaiian surf culture (a lineup refers to the area where the waves normally begin breaking.). Names were developed for the other offerings of the property that sync with the overarching brand.
