Honolulu Brand Messaging
CITY BRANDING
After moving to the mainland from Honolulu as a child, I quickly learned that most see Hawaii as a beach paradise and nothing more. Generally viewed only as a vacation destination, Honolulu has a reputation
for being accessible to very few. However for those who call the city home, Honolulu is a business hub,
cultural epicenter, and above all a family. The new messaging strategy showcases Honolulu as a place
that goes beyond flower leis and drinks on a sandy beach, and can instead become a home for a more
fulfilling life. The new logo gives a nod to Hawaii’s typical “retro” imagery and relaxed energy, while
still positioning Honolulu as a city of note. The brand message book is framed through the Huna,
or Hawaiian principles of being, and displays the city of Honolulu as a place of energy and growth
that still embodies the Aloha spirit and culture where everyone feels like family.
for being accessible to very few. However for those who call the city home, Honolulu is a business hub,
cultural epicenter, and above all a family. The new messaging strategy showcases Honolulu as a place
that goes beyond flower leis and drinks on a sandy beach, and can instead become a home for a more
fulfilling life. The new logo gives a nod to Hawaii’s typical “retro” imagery and relaxed energy, while
still positioning Honolulu as a city of note. The brand message book is framed through the Huna,
or Hawaiian principles of being, and displays the city of Honolulu as a place of energy and growth
that still embodies the Aloha spirit and culture where everyone feels like family.
LOGO
BRAND BOOK
