Outrigger came to Duncan Channon to help guide the brand as it expanded beyond Hawai‘i. With new properties in Mauritius, Fiji, Thailand and beyond, the brand needed to grow past its Hawaiian roots while staying true to its core — a culture of care, connection, and effortless sophistication — always relaxed, never stuffy.

We refined the full identity system, produced and curated a fresh library of photo and video assets, and introduced a new tagline: “Come be here.”

We also developed a new brand book with an elevated palette, finessed graphic elements, and defined a tone of voice that’s both earnest and playful — honoring local cultures while keeping the sense of beachy fun that defines Outrigger.

Role: Senior Designer / Co-designer: Darlene Gibson / Writer: Jessea Hankins / Chief Creative Officer: Michael Lemme