THE BIG O

Iberostar is a company with over 120 hotels in 19 countries. They aspire to offer unforgettable holiday experiences in the best locations throughout the world, through a sustainable tourism business model that encourages respect for individuals and the environment.

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Iberostar Group has a holiday club that makes luxurious travels more affordable for its members.

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The task was to transform current Iberostar The Club into something more exciting that implies status and privilege and has a little mystery about it.

 

I was approached by Steve Pentland the CEO of Light Enterprises – a company which specialises in compelling videos and sales systems. Steve had an idea to transform their client' s holiday club into something more memorable and luxurious. Something inspired by the circle of excellence and the shape of the status "all-inclusive" bracelets. The O.

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Instead of a brief, I had this short description of Steve's concept and a few words like "extraOrdinary" or "mOre" as an idea for a campaign.

 

This is how I've approached this project:

1. Research, to understand the Iberostar brand, its offering, aesthetics, and mission.

2. ​Three stylistic directions: The Modern Gatsby, The New Art Nouveau and the third one that was mimicking the current, elegant Iberostar style. Steve picked the 3rd option.

3. I created the tagline: "The World of Opulence" so the "O" could stand for something meaningful. I added a few more inspiring wOrds for the campaign and social media visuals.