Abell Point Marina has announced that from 1st July the business will be rebranded as Coral Sea Marina|Resort, combining business opportunities with Coral Sea Resort. The news comes after Australian entrepreneur and marina owner, Paul Darrouzet, exchanged contracts of sale on the resort in November 2018.
With a vision to develop a premium destination that encompassed both a marina and resort on the Whitsunday mainland coast, combining two well-established businesses ensured a ‘unified brand’ and the opportunity to ‘develop a compelling brand identity’.
Brisbane-based creative agency, Nick Did This, was assigned to work closely with the marina and resort team. The renewed logo incorporates a marine symbol, which is a visual representation of three distinct elements of the Marina|Resort precinct: the Coral Sea, the parkland and the marine activities.
Nick Pritchard, owner and creative strategist of Nick Did This, explained, “We’ve always loved working with Abell Point Marina, so we were thrilled to come on board and help develop the name, logo and look for Coral Sea Marina|Resort.”
Joscelyn O’Keefe, Abell Point Marina’s marketing and business development manager, stated, “We have worked with the team at Nick Did This over the last six years to develop a very strong Abell Point Marina brand, so they were the ideal choice to work with throughout this integration period. The creative team at Nick Did This have created a brand identity which will resonate across our varied target markets.”
“The development of the new brand is imperative for the future success of the Coral Sea Marina|Resort,” said Kate Purdie, Abell Point Marina’s general manager.
Purdie added, “The strength in both existing brands has been leveraged, with a strong focus on the romance and adventure of the Coral Sea as well as maintaining the current Abell Point Marina tagline of ‘Stay, Play, Explore’. The tagline encapsulates the scope of experience available at the Coral Sea Marina|Resort for on-shore and on-water customers.”
Over the coming months the new brand elements will be integrated across both businesses in anticipation of the official merger date of 1st July.