Totality created a distinctive visual style and campaign for the global launch of a new super-yacht marina and village situated in the Bay of Kotor, Montenegro’s UNESCO world heritage site.
Adriatic Marinas was set up to convert the former Austro-Hungarian naval base in the Bay of Kotor into a world-class super-yacht marina and village. Aiming to appeal to the world’s ultra net worth individuals, the branding and communication needed to position Porto Montenegro as a definitive player on the world marina stage. And in doing so, maximise sales of berths in the marina as well as residences within the village, whilst promoting Montenegro as a safe place to invest.
Researching back before the country’s modern history revealed the roots subsequently used in our branding work. The country had lost its lustre as a destination in recent years, but during the 1960s, Montenegro was a haven for the beautiful people of the day, associated with stars such as Richard Burton and Elizabeth Taylor.
Totality sought to link the country’s former glamorous lineage with the promise of the aspirational lifestyle associated with the new marina village. This thinking led to the core thought of ‘timeless elegance’ that drove the development of all design elements – resulting in a visual style communicating understated confidence. The clean lines, large format imagery, sophisticated subtle colour palette and use of pattern combined with sumptuous materials and finishes to evoke all the qualities of a modern luxury brand.
Totality created a suite of literature, reproduced in six languages, all collated in a bespoke wallet and mailing pack, advised on signage and website design, devised both print and online advertising campaigns and assisted with production of materials for yacht shows and other promotional activities.
For the advertising images:
Advertising deliberately avoided making overt claims of its own – if you have confidence, there’s no need to protest too much. Instead the very first press ad aimed at the yachting fraternity simply featured the marina’s logo and nautical reference. The subsequent digital campaign used phrases written by the world’s press and invited people to discover why these things were being said.