Intro
Pier Sixty-Six
The swell of belonging.
Pier Sixty-Six is a historic brand in South Florida recently acquired by Tavistock Development Group. 321 was approached to preserve and modernize the resort's legacy for the local community while elevating it as a global destination for the yacht-traveling demographic.
Starting with research and workshops, we collaborated with the Pier Sixty-Six team to define a brand framework and positioning.
We spent 80+ hours on site and within the community, reviewing archival photographs, conducting interviews, touring the construction site and competitors. Combined with industry audits, we developed a thorough understanding of our selected local and global target audiences.
Our approach centered on repositioning Pier Sixty-Six as a sophisticated, marina-centric destination. The brand identity emphasizes adventurous yet elegant qualities—cosmopolitan, mid-century modern, and aspirational—resonating with affluent, world-traveling clientele seeking serenity and sophistication.
Key deliverables included a comprehensive new messaging strategy, complete brand standards manual, newly designed and developed website, and a strategic whisper campaign to introduce the reimagined destination to elite audiences.
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