HOW WE CHANGED “ALL-INCLUSIVE” TO
“ALL-EXCLUSIVE” THROUGH LUXURY AND ROMANCE.
In 2001, AMResort changed the modest perception of all-inclusive vacations by launching their first brand, Secrets Resorts & Spa — true luxury all-adult destinations with extra measures of romance, 24/7 gourmet dining and concierge services. Today, the Secrets Resorts and Spas Collection includes 18 locations in six countries—ever growing and always raising the bar for romantic getaway experiences.
We were selected to create and develop the brand’s identity and messaging from the ground up. The design imagery, tone of voice, print and digital marketing wereall produced, coordinated and curated by Arroba International.
Today, AMResorts and Arroba International work together on six unique brand identities in seven countries — with more on the way.