Brand redesign

The Challenge
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.

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

We also developed a new brand book featuring an elevated palette, refined graphic elements, and a tone of voice that’s both earnest and playful — honoring local cultures while maintaining the beachy warmth that defines Outrigger.

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Role: Brand Design, Art Direction
Scope: Guidelines, photography art direction, library curation
Co-designer: Darlene Gibson / Writer: Jessea Hankins / Chief Creative Officer: Michael Lemme