Branding a contemporary Hawaiian icon for a new generation
Ka La’i Waikiki Beach, a landmark on Honolulu’s iconic shoreline, is known for its blend of urban vibrancy and the tranquility of nature. Resonance was engaged to reposition the former Trump hotel this destination as a new premier luxury experience, reflecting the cosmopolitan spirit of Waikiki while staying true to its Hawaiian roots.
As the hotel transitioned into a partnership with Hilton’s luxury LXR brand, Resonance developed a brand identity that would embody both serenity and vibrancy—qualities that distinguish Ka La’i Waikiki Beach from its competitors. The new brand focused on creating an oasis for both guests and owners, where the graceful hospitality of Hawaii meets the energy of contemporary Waikiki.
Resonance crafted a brand platform, including positioning, messaging, and visual identity, that celebrated the unique Pacific location. Drawing on the property’s connection to nature and Honolulu’s urban pleasures, the new identity paid tribute to the historic murals in the hotel while embracing a forward-looking design. The name, Ka La’i, meaning “the calm,” captured the essence of the oceanfront experience, blending a sense of calm with the vibrant sensations of the island.
Resonance’s work positioned Ka La’i Waikiki Beach as an imaginative and eclectic destination, showcasing Irongate’s elevated sense of luxury and placemaking. The brand identity now serves as a timeless reflection of the seamless connection between nature and the city, resonating with discerning travelers and owners alike.
