Pure Vacations – Websites, Brand Strategy and Indentity

Pure Kauai

Click to visit live site

Pure Vacations is a custom luxury spa vacation service that provides discriminating clients with same experience you would expect from a five-star resort but in a private luxury home. I have had the originally called Pure Kauai, they were one of my first, and favorite freelance clients that I worked with directly. They were referred to me in 2003 as they were struggling to find a means to transform their fitness vacation business into a luxury brand. They had already had a design firm re-do their logo, and knew their website was a crucial sales tool considering their geography. By carefully listening to what their business goals were, and working through the process with open minds on both sides, I was able to architect, design and build a website that suited their purpose.  Over the following year or so I would support them with email newsletter design and delivery as well as regular site updates.

In late 2004 they approached me again, not only to update their website, but also to work with them in developing their brand strategy and refreshing their identity.  Working with a copywriter, who is now my wife, we did a thorough breakdown of the fundamentals and intangibles of their business.  Once all involved had a complete understanding we created a new identity, all new copy, a brand hierarchy that could accommodate new franchises and a new website architecture and refreshed design.  The end result has been a doubling of revenues year over year.  Being a trusted luxury brand on one of the most beautiful developed islands in the world has brought them Hollywood stars and key real estate partnerships that have driven the business beyond the owner’s imagination.  The client could not be happier. Aloha.

In 2006, due to the volume of changes and adding of two more franchises, I referred Pure Vacations to old time collaborator Pinacol to migrate their site(s) to a cms/template powered system based on the original design.  The sites are now maintained by the client themselves.



Copywriting: Alyssa McCornock Reponen

Current Site System Backend: Pinacol