In 2014, Outrigger Hospitality Group, based in Hawaii, has created a highly successful brand strategy that enables the company to market and manage properties through a growing number of hospitality industry partnerships. 

I was Outrigger Guam's in-house designer from 2007-2018 and was tasked to meet all the creative needs of the hotel. The brand projects I created for Outrigger Guam were in collaboration with Outrigger Hotels and Resorts corporate office in Hawaii. During my tenure, I worked with local, international and military advertisers/clients to manage the brand. 

The indelible spirit of Inafa’maolek, which means Making it Good for Others, was the brand strategy designed for Outrigger Guam Beach Resort. The plan of action was to showcase the beauty and customs of Guam and Chamorro culture for guests, while exemplifying the best of corporate citizenship in the local community. 

The new marketing campaign, “Find Out. Find Outrigger,” invites guests to discover intimate experiences highlighting the unique local culture of the destination.

The revamping includes a refresh of its logo, which features the Outrigger canoe, but  integrates a new design and color palette incorporating blue, tan and brown tones paying homage to the pristine natural environments where Outrigger properties are located.

Old Logo

2014 Updated Logo

Because of Outrigger's distinctive and diverse properties, the approach to the new branding became a challenge to some properties.

One of Outrigger's key strengths is its aptitude for conceiving and executing unique, market appropriate properties for each new development. Outrigger incorporates cultural values from each destination into the very fabric of its hospitality services. Respect and celebration of local ways serve as the foundation of a hospitality experience guests will always remember.

The Outrigger Guam Beach Resort brand ceased operations in June 2020.