Rebranding a dated luxury icon through cultural authenticity and creative bravery.

For decades, Sandals leaned into its image as a romantic escape. But the world changed, and the brand didn’t. It was stuck in a dated fantasy, defined more by honeymoon tropes than modern desires.

As Creative Director, I helped lead a complete repositioning built on pride, not polish. We rebranded Sandals around what it truly is: a modern resort brand Made of Caribbean.

Reclaiming the Narrative

Turning Clichés Into Culture

We began with self-awareness. The film Three Things leans into Sandals’ most recognizable images — blue water, white sand, romance — then flips them into something unexpected. What starts as familiar becomes a portal to something richer: culture, nature, connection, and joy.

Building a Platform. Protecting a Brand’s Soul.

  • Defined the brand tone and platform with Wolff Olins

  • Led full-funnel creative across film, social, CRM, digital, and OOH

  • Shaped the voice and messaging system

  • Collaborated with stakeholders at every step

  • Directed execution with internal and production teams

“We didn’t just reposition the brand. We helped it reclaim its identity.”

From Times Square to TikTok — the work felt like it came from the islands, not just filmed there.

Results

+15% increase in brand affinity +30% lift in social engagement +10% increase in bookings

Why This Mattered

This wasn’t a surface-level refresh. It was a creative reclamation. We didn’t just reposition a legacy brand — we helped it finally speak in its own voice, from the inside out.