Overview
Entrepreneur and developer Jeff Lamkin had a grand vision to create a Gulf Coast vacation community on Mustang Island, near Port Aransas, Texas. And while the area was well-known among locals in Corpus Christi as a great weekend destination, it had not been established as a world-class beach community beyond Texas.
Approach
Ramey’s first task was to create a brand that would appeal to an audience whom research showed typically vacationed among the sugar-white sands of the Florida panhandle. The challenge was to flip what might have been perceived as a liability – the area’s brownish sand – into an asset. Thus, the spice-inspired name, Cinnamon Shore, was born.
After establishing the new brand and brand architecture, Ramey worked with the client to build all of the communication components for the master brand and sub-brands.
