In 1981, a hotel in Montego Bay caught the eye of Gordon “Butch” Stewart. A fifth-generation Jamaican with no interest in playing it safe in the hospitality business, Stewart reimagined the hotel as a love letter to the Caribbean. The result? Sandals Resorts. And later, Beaches, its family-friendly sister brand. Together, they redefined the all-inclusive category with something more intimate, electric, and rooted in a sense of place than anything else on the map.

Four decades later, the soul of these brands remains Caribbean-first and obsessed with hospitality as an art form. From the invention of the very first swim-up bar to the first hair dryers in guest rooms, Sandals has always led with heart and innovation to shape what island luxury feels like, one big idea at a time. That same forward momentum—now driven by Executive Chairman Adam Stewart, son of the late founder—sparked a bold exploration of what’s next, leading to in-depth research across guests, competitors, and every stage of the travel journey to evolve the future of Caribbean hospitality.

The Rhythms of the Islands

Together with brand marketing leadership including CMO Tony Cortizas and Executive Creative Director Scott Peiffer, we amplified the truth that was always there: the unshakable pulse of the islands. The sights, sounds, textures, and rhythms that make you breathe deeper and move slower. We call the brand ethos Natural Vibrancy, and it serves as a lens for everything the brand does. How it behaves, moves, sounds, feels, and welcomes you in.

Our collaboration built and extended what was already iconic about the brand, refreshing the identity systems and so much more. Together, we bottled a feeling. The dazzling blue of the Caribbean sea that shifts by the hour. The sun-baked warmth of worn limestone. The smile you get from someone who knows your drink, your story, your name. We unearthed a visual language around that feeling—bespoke typography that nods to Sandals’ famous wordmark, Caribbean road-stand signage, and the way travel speaks to us; photography that feels caught in a moment, unposed; iconography with a wink; and a brand voice that speaks like the local insider eager to share all the secrets of the islands. 

Amplifying What’s Always Been Felt

Great brands aren’t just seen, they’re felt. They show up in every moment. We took an on-the-ground approach to collaboration, working to dial up the magic in key moments across the guest journey. Signage, wayfinding, architectural cues, keycards, room numbers—we partnered to turn them all into storytelling tools that celebrate the textures and colours of the region. Inspired by the brand ethos, we worked together to envision and conceptualise new signature services, environments, and experiences for guests that will continue to exceed expectations. Every touchpoint is seen to play a part in a guest journey rooted in the Natural Vibrancy of the Caribbean.

Building On A Legacy

Our work provided the blueprint that agency partners built into a new global campaign with rollouts across TV, print, digital, social, and out-of-home media. Hands-on training, tools, and templates equipped both partners and internal teams with new ways to express the brand more fully. The family spirit, rich culture and pride at Sandals and Beaches fuels a collective commitment to continue building on something deeper than a brand: a legacy that’s lived and shared for over four decades and counting.

And this is just the beginning. Together, we're shaping what comes next, where every moment brings guests closer to the Caribbean they came for, and the magic they won't forget.