THE JOURNEY TO REBRAND La Laguna Resort & Boat Launch, Lake Elsinore 2018 PlainJoe Studios
REVITALIZE AND REIMAGINE.
DREAM EXTREME.
DISCOVER THE STORY
YOUR PERSONALITY PROFILE SUMMARY: We are the only Southern California destination that provides the ultimate experience on the largest natural fresh water lake for families and outdoor enthusiast who want to create amazing stories and lasting memories. We are vibrant guides and curators who reimagine what it means to visit, live, and love the lake. We want to be the ultimate launch point for lakeside fun. Through exciting world-class amenities, boat launch, venue, partners, service, and security, our goal is epic moments. Reserve your spot! We offer the perfect memorable escape to renew mind, body, and spirit. Success is measured through the number of stays, stories, visitors, and returning visitors who live out their adventure. We incentivize participation by having something fun for everyone that will revive a connection with nature. We see more and more people addicted to next level living as they connect to this jewel of Southern California that people can t stop sharing. It s been a destination since 1962 in a city leading the way for change. La Laguna Resort Ultimate lake destination 6
WHAT S IN A NAME
1. MORE THAN A PARK To align with the narrative, the name needed to sound like a benefit-rich experience, not a municipality. 8
2. DON T OVERPROMISE However the name couldn t sound so clever that it could be misunderstood or misperceived as a commercial property. 9
3. HONOR THE HISTORY Somewhere within the physical environment we will create a space to honor the history of the lake, including the current name. 10
3 CATEGORIES OF NAMING Descriptive Directly describe the goods or services being offered Works best when: Reinforces a parent brand rather than launch a new brand Due to the nature of the offering the name needs to communicate accurately and quickly with the intended audience. Examples: - Pittsburgh International Airport - Kaiser Permanente Anaheim Medical Center Experiential Connect to the experience of using a product or service, or to what a company does, or to an aspect of human experience. The middle ground in naming, They re more evocative than descriptive names, but more literal than evocative names. Highlight a specific benefit to the audience or end user Examples: - WebMD - Zipcar Evocative Connect metaphorically, rather than literally, to the brand positioning Makes a right brain connection and needs to unfold with layers of meaning. Requires the most amount of commitment to market what the offering does as the benefit and description isn t easily discerned from the name alone. Examples: - Amazon - Yahoo! 11
WE VE LANDED ON An Experiential Name An experiential name conveys story and a sense of tangible benefit. It also pairs nicely with a functional description of what the property is. An evocative name, is expensive to support from a marketing and communications standpoint and feels like too far of a stretch for a property connected to a city municipality. 12
THE NEW NAME 13
LAUNCH POINTE Recreation Destination & RV Park 14
RATIONALE LAUNCH POINTE The central point for activating the lake and revitalizing the city A gateway and jump off point for lakeside fun Conveys a sense that there are many activities to take advantage of launch into Direct connection to the boat launch Launch connects to the idea of next level living progression and the city moving forward 15
OUR VISUAL BRAND IDENTITY 16
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OUR NEW LOGO 22
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FROM BRAND TO EXPERIENCE 26
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WAYFINDING 28
WAYFINDING 29
WAYFINDING 30
LAUNCH POINTE SQUARE ENTRY 31
WAYFINDING 32
BOAT LAUNCH PORTAL 33
LP LANDINGS OVERVIEW 34
LP LANDINGS DETAIL DAY VIEW 35
LP LANDINGS DETAIL NIGHT VIEW 36
THANK YOU! 37