Approach
We shaped a brand narrative rooted in nature, stillness and human connection, giving the resort a clear point of view within the Maldivian luxury landscape.
Luxury Property Development & Guest Experience Development
Travco Group
Baa Toll, Maldives
We shaped a brand narrative rooted in nature, stillness and human connection, giving the resort a clear point of view within the Maldivian luxury landscape.
We began with strategic research, category insights and interviews with leaders in luxury hospitality, including a review of traveller psychographics and resort positioning across Baa Atoll. This included competitive analysis against major players such as Amilla, Four Seasons Landaa and Anantara Kihavah. Workshops with the owners defined the resort’s vision and guest promise. The strategy centred on a calm, organic take on luxury that avoided typical Maldivian tropes. This direction inspired the platform that became the foundation for the brand’s story. Identity elements were developed to reflect a grounded, mindful expression, drawing on local patterns, natural textures and the island’s horizon line. The visual system was built to be simple and flexible, supporting both the resort and its outlets.
We introduced a complete brand and experience system that expressed the sanctuary-like character of the island.
The visual identity was shaped by a handcrafted brandmark inspired by Maldivian motifs and a timeless supergraphic that alluded to continuity and connection. The look and feel carried warm tones and textures that echoed the island’s calm atmosphere. Seven resort outlets received their own identities, each designed with a subtle twist while retaining a visual link to the main brand. This ensured clarity for guests and strengthened recall across touch points. Pre-opening collateral was developed for sales teams, travel partners, media and digital channels. Photography, copywriting and layout were paired to help the resort enter the market with confidence and a cohesive presentation. A digital experience direction was introduced to support the resort’s online journey and booking flow.
The launch received strong international coverage in publications including Forbes, The Telegraph and Arabian Industry. Celebrity guests, including Madonna, selected the resort for family stays, reinforcing trust in the brand’s positioning. Within its first year, the resort earned Condé Nast Traveller’s Favourite Romantic Getaway award and Hideaways’ Newcomer of the Year recognition. It later joined the GHA Discovery loyalty programme under the Ultratravel Collection. The unified identity provided clarity, consistency and a deeper emotional connection between guests and the island, supporting the resort’s long term growth and market presence.
Travco Group, Vakkaru Maldives
