PSA was retained by Thor Equities to brand a recent private island acquisition off of the coast of Belize. In addition to setting the strategy and tone of the project, we were also tasked with helping ownership attract and land a 5-star operator for the resort and residential components of the project.
Steering clear of couples and kids smiling on a white sand beach, we instead developed the project around the idea of framing — essentially what absent is just as evocative as what is present. By leaning away from industry benchmarks, we created an atmosphere of mystery and desirability around the project.