FantaSea Resorts is a regional timeshare company that offers vacation ownership products, hospitality services and travel exchange programs across three properties in Atlantic City's footprint.
Timeshare and travel exchange products offer consumers the ability to actualize their dreams and economically incorporate travel into their lifestyle. The theme of "dreams becoming reality" influenced the creation of the effervescent bubble design pattern utilized across the brand. Additionally, I expanded the color palette from the original 2 color logo and standardized typographic style guides.
My role as creative lead was to strengthen their existing identity by establishing visual tonality and continuity throughout all marketing, sales, and operational collateral. My starting point was an existing logo and the company's tagline,"Dream Smart."
These kits are presented to customers at the end of the deeding process once they have purchased a timeshare. The boxes are approximately 14" x 10" and contain tabs for all the legal documentation, how-to guides and information about travel exchange. I designed the box as a matte with spot varnish in select areas to enhance the "wow" factor of the presentation.
I was tasked with redesigning the company’s lead generation booths that were used in various settings such as the Atlantic City boardwalk, trade shows, conventions, and stadium concourses. At the time, the company started partnering with local MLB teams which allowed them to run lead generating contests to cross promote the brands. The ball clubs had some pretty restrictive guidelines on co-branding and I was brought in to meet with them and define the parameters of on-site booth design.
Since the season has so many home games, we ran into the challenge of weekly set ups so the booths could not be too elaborate since they would be setup and broken down by rotating people. To overcome this problem, I developed a tuck away concept that could stay on premise throughout the season and safely house all the signage components. This idea was well received however, the company decided to go with a simplified version of the booth for the first year of the partnership.
The Traveler is a quarterly publication mailed to timeshare owners to keep them informed of property updates, highlight the destination and promote upcoming events and offers. I was initially responsible for the masthead design, layout, content strategy, copywriting and oversaw each print cycle.
After the first issue, I enlisted a team to develop and write the content.I also worked with various vendors to find an economic solution for print and mail distribution since we were mailing out 30-40K issues each quarter.
This website was developed by a third party who also designed the wireframes and interface. My role in the project was to oversee the creative direction of the site design, provide all content, and implement branding guidelines during the iterative process. Halfway through the project, I was assigned project management duties to facilitate collaboration between internal departments and the development team to troubleshoot technical issues that were overlooked in the planning phase.
I provided style guides, wrote all the copy and selected the imagery for the website. This included art directing on-site photo shoots for all three properties. I also enhanced wireframes to improve upon the user experience in accord with the company’s marketing objectives. This was accomplished by revising the proposed site navigation to address the needs of our market and by specifying features for each page.
These videos were produced onsite using a third-party vendor for video and editing. My team was responsible for setting up and coordinating the shoots. I took lead on the creative direction and interview segments to influence specific marketing talk points and provided input in the editing process to ensure appropriate visuals were in alignment with our messaging.
The shoot yielded three 1-minute testimonials, a full in-room video promoting timeshare services and the destination, and multiple new image assets for our marketing collateral.
