TAKU RESORT AND MARINA
Taku Resort and Marina was the first client of the Railyard Internship, with hopes of reinvigorating their sleepy getaway on Quadra Island British Columbia. They hoped to receive a new visual identity, a website and a business insights report to understand what would reach their potential customers in the future.
The team made the journey from Vancouver to Quadra Island to better understand the trip that customers have to make to reach Taku. In addition to this we met the owners and stakeholders from all over the resort to get an idea of the history of the place. This research would prove invaluable in the future when sculpting the Brand Strategy.
THE BRAND STRATEGY
When defining the Brand Strategy we focused on defining the characteristics, values and consumer tribe first before thinking about any aspect of the visuals. The values and characteristics were heavily influenced by the different perspectives we saw when visiting the island. The visit was also crucial in having an idea of who Taku's consumer tribe is.
I was not involved in the creation of the new visual identity, but I jumped at the opportunity to work on both the new website as well as creating a video asset that Taku could leverage to attract more customers. Myself and the developer on the team worked out the wireframes and interactions of the website before returning to the island to harvest all of the content needed for the website. The new website is by far and away the best resot website on the island.
WHAT I DID AND WHY IT MATTERED
- Heavily involved in ethnographic research and needsfinding
- Led the creation of the new Brand Strategy and defining the consumer tribe
- Created an in depth Journey Framework detailing customer journey to Taku
- Ideated on several aspects to improve overall experience at Resort
- Worked closely with developer to outline new website interaction and look and feel
- Created professional commercial for Taku's web presence on a marginal budget