Dipping into its treasured past as a grand South Florida destination, Korn Design has re-introduced the all-new Diplomat Beach Resort with a blissfully contemporary point of view to its brand – re-igniting this storied place with a fresh exuberance. We navigated an entirely new brand experience to the resort’s breezy hospitality and sunny waterfront flair, restoring its legendary standing as a magnetic social hub—re-gaining its buzzy reputation for great food, great entertainment, great times and simply fun.
Infusing a vibrant new narrative with multiple experiences across its 1000 rooms and gracious beach-front campus, an iconic destination resort returned, broadcasting a sparkling personality and spirited sense of discovery – an ethos Korn captured from positioning to print communication, in-room brand integration to online marketing.
The Diplomat’s rebirth is classic take on hospitality specialists’ Thayer Lodging’s vision and ability for transforming signature properties into independent flagship destinations – with Korn in stride to holistically create and manage the brand revealing it’s true potential at every turn.
Core to the thinking: celebrating the priceless mystique of this once Rat Pack host and beloved SoFla playground we dove deeply into the reaches of the original [c.1960] resort’s allure, and laid claim to the authentic Diplomat experience while porting forth an entirely new story. Korn crafted a brand that evokes the best of beachside living with a reminiscent twist—personifying and honoring the unique-to-Florida “shore thing” so cherished by beach resorts of a bygone era but wholly of today and for generations to come.
Party to this careful mix reminiscent of the original Dip and the new resort, we elected to revive the hotel’s original starburst icon – redrawn with a fresh, modern interpretation. Overall the new brand speaks with ease and fun, and informing a suite of cheery new amenities and signature guest touchpoints. Riffing on the brand DNA – a place filled with discovery, F+B that’s off the hook, and elements that are beach-full in all the right ways, hub an experience shared all across the Diplomat’s incomparable coast-to-intracoastal campus.
By tapping into its time-honored traditions and crystalizing the breezy beach-luxe lifestyle, distinctive details, and ethos of “the good life” which distinguish the property, Korn’s brand experience returned a charistmatic magnetism to this vibrant place—and created an enduring and endearing culture that keeps guests firmly in The Diplomat’s hold. Rising above the Atlantic waves, and beyond the expected, The Diplomat Beach Resort returns, a Hollywood legend reborn.
Illustrations done by Greg Kletsel
Brand Strategy + Positioning
Brand Voice + Content Development
Brand Style Guide
National Ad Campaign
Art Direction of Photography
Signage + Wayfinding