Big Idea Advertising, a leading travel and tourism marketing firm, has unveiled a vibrant rebrand for the St. Maarten Tourism Bureau. The rebrand includes a new logo, comprehensive branding guidelines, and an evocative tagline: ‘Twice The Caribbean.’
The new branding elements are prominently displayed throughout St. Maarten, particularly in front of the Tourism Bureau offices. They also feature across various media platforms, including print, digital, social media, promotional items, and marketing materials.
The updated logo’s vibrant colors and design draw inspiration from the island’s rich culture and history. The green and blue shapes represent the ocean and nature, while the brown pelican, the national bird, and the yellow sage, the national flower, are artfully integrated into the design. These elements combine to form the outline of the island, capturing its essence.
The rebranding process was extensive, involving significant strategic research. Big Idea Advertising conducted numerous focus groups and discussions with various stakeholders, including government officials, hotel owners, and business partners, to ensure that the new branding authentically reflects the island’s identity and aspirations.
Steve Defontes, Founder and President of Big Idea Advertising, emphasized that the new logo’s design and colors were inspired by St. Maarten’s distinct culture and history. The green and blue hues symbolize the island’s natural beauty and connection to the ocean, while the brown pelican and yellow sage represent its national symbols.
The rebranding process was extensive, involving significant strategic research. Big Idea Advertising conducted numerous focus groups and discussions with various stakeholders, including government officials, hotel owners, and business partners, to ensure that the new branding authentically reflects the island’s identity and aspirations.
“St. Maarten is a fun and vibrant island with fine dining, casinos, and nightlife,” Defontes said. “Because it’s a hub for the cruise industry and has a shared history with the Dutch and French, it caters to a more international crowd, which makes it distinct from other islands.”
“The people of St. Maarten want their logo to feel like a flag representing their entire culture and their entire understanding of what the island experience is,” Defontes added. “We needed to create a logo that pleases both the people that live in a country and the people that you’re trying to encourage to travel there – it’s two completely different groups. I’m proud that we made something that everyone is happy with and didn’t get watered down creatively.”
