Family Of New England Resorts Features A New Tag-line And Award Winning logo Design by Roskelly Inc.

1/20/2010

Roskelly Inc., re-brands the seven Red Jacket Resorts with a new tag-line: A Vacation Spot For Generations, and an award-winning logo.

January 20, 2010 -  Roskelly, Inc., created a new brand for Red Jacket Resorts that won a 2009 American Graphic Design Award right off the drawing board and is being featured in Recycled Logos, a book from Rockport Publishers.

"Branding has become an increasingly important marketing tool in the hospitality segment," says Tom Roskelly, creative director of Roskelly, Inc. "In today's market you need to pop." Extensive consumer research, performed by Roskelly, Inc., in the New England region, revealed how the brand should relate to guests' travel needs, signify their longstanding relationship with Red Jacket, and have modern appeal. The updated Red Jacket Resorts logo signals a major change in the resorts' offerings, reflecting a revitalized image and positioning it for the next generation of family travel.  "A Vacation Spot For Generations," the new tag-line, was created by Roskelly to reassure the families that have helped build ?the resort to what it is today.

Roskelly described the process of brand creation:  "After evaluation meetings with the executives of the Red Jacket Resorts, I showed them a comparative design analysis of the logos within the industry and those of other industries.  They liked logos with simple forms and bold symbols, which are easily recognized, like those of car companies.  In looking at who they are and the demographics of their target audience, I decided that Volkswagen's VW was one of the strongest symbol comparison for their requirements.  I worked with (RJ) as one of the six concepts that I developed to present to focus groups and then to the resort managers. There was a strong positive response to the (RJ) symbol as the direction to take. I then, through extensive design and a size-relation exercises, adjusted the overall form and balance to arrive at the final shape of the (RJ) icon.

"Looking at the resulting new identity and tag-line, it definitely holds onto the generational vacation tradition," states Roskelly. "The new branding, utilized across advertising, in-room literature, uniforms and signage, will literally pop, with its vivid red dot, and command attention. I can't think of any other major hotel brand whose identity is so outright energetic on this scale. The new icon is clean and strong, and the tag-line is built on a very solid foundation of years of family travelers. I think this new brand is a very appropriate change, and it will be ingrained in the consumer's mind quickly."

All seven of the resorts will have the new look in place by the annual opening spring 2010.  

"It was definitely time to re-brand to connect with the new traveler and reconnect with old and loyal customers.  Inconsistency hurts when trying to continually establish a brand in a fiercely competitive hospitality industry. Without consistency we weren't going to gain market share," said Paul McBride Jr., executive vice president and chief operating officer of Red Jacket Resorts.  "We had to make sure we were growing with the next generation of families and attracting the right types of new vacationers. We're in a renewal process and are fully committed to the new brand created by Roskelly, Inc., as one of the most important assets the Red Jacket Resorts owns."
 

About Red Jacket Resorts:

For more than 40 years, our Cape Cod and North Conway resorts have allowed generations of families to reconnect with relaxing accommodations and exceptional service.  Spectacular oceanfront views. The tranquility of the White Mountains. Kid-friendly activities and exciting outdoor fun on land or sea. Enjoy an unforgettable vacation getaway at Red Jacket Resorts of Cape Cod and New Hampshire, a distinctive collection of seven New England family resorts. Each is unique in charm and appeal, with everything you need for a memorable vacation.

About Roskelly, Inc.

Roskelly Inc., Creative Brand Consultants, located in Portsmouth, Rhode Island, is a cooperative team of senior consultants that brings full service branding and marketing to its clients, including award winning logos, graphics design, advertising, copy, public relations programs, marketing materials, and web sites. For further information telephone 401.683.5091, or go to www.Roskelly.com.