The Branding Business of Big Game
Nassau entrepreneur and bon-vivant, Neville Stuart, opened the “Bimini Big Game Fishing Club” in 1936 as a formal dining club, with tuxedo and tie as the preferred attire for gentlemen. Shortly thereafter, Stuart began organizing big game fishing tournaments, attracting sportsmen from around the world. Guest cottages and a marina were added in 1954, and the main hotel building opened in 1963.
After being acquired by the Bacardi family, the club underwent extensive renovation, reopening in 1972 to reclaim its status as one of the world’s foremost big game angling resorts until its sale in 2000. After several changes in ownership, the Guy Harvey Outpost team acquired the Big Game Club with the objective of reviving the club’s legacy, ensuring its continued reputation as a world acclaimed destination for discriminating sportsmen and their families.
LGD was brought on as the branding agency to re-launch the club for Guy Harvey Resorts and Outpost. Our objective was to acknowledge the club’s rich history as a sports fishing mecca, while steering the identity toward its new direction as a center for environmentally responsible adventure tourism and ecological research.
In pre-opening ads, online promotions and supporting collateral, LGD capitalized on the club’s fame and notoriety. Graphics and copy convey a epic sense of adventure while constantly calling attention to the natural wonders of the destination. The color and clarity of the waters around Bimini and throughout the Bahamas provided a visual touch point for a graphic language that combines shimmering blues with fluid contours.Headlines take the form of bold declarations or invitations to adventure.