• by Larissa Faw , April 10, 2015

Now that the Sea Palms Resort in St. Simons, Georgia has completed its $5 million facelift, the luxury resort is ready to raise its profile with Ames Scullin O'Haire (ASO) as its new agency of record.

Previously, the 100-room luxury resort, owned by Ardent Companies and managed by Valor Properties, worked with local firms on a project basis. 

Now, the Atlanta-based ASO is overhauling the brand, including developing a new logo, identity package, direct mail and email templates, and marketing brochures.

ASO also designed new flags and signage that are displayed throughout the resort.

A new ad campaign will appear in regional travel/tourism publications and in the Golden Isles, Georgia area, which will be supported with PR and social media initiatives. 

“We were excited to work with a legendary brand like Sea Palms Resort,” said Ryan Mikesell, ASO’s partner-creative director. “It is one of the jewels of Georgia, and the investment that its owners, The Ardent Companies, made to restore and enhance the property demanded a contemporary look and communications that live up to it.”

One challenge was balancing the heritage and history of the Sea Palms Resort brand while modernizing it, say agency executives. Luckily, the extensive renovation made their job easier.

"The property made significant improvements to the golf course, restaurants, pool, health facilities and accommodations," said Euan McGlashan, managing partner with Valor Properties. "ASO beautifully captured our image of welcoming hospitality and guest comfort.”

There was no formal review. ASO was handed the assignment having previously worked with Valor executive McGlashan. This relationship is already adding extra work for the agency. Although they aren't yet working on rebranding Valor's other 70 properties, ASO is currently working on providing a new corporate brand identity package and Web site for Valor.