Surfjack Hotel & Swim Club
THE DESIGN PROBLEM
How do you re-imagine an underperforming distressed hotel property, located off-beach (well, off-off-off beach) into a hot spot and must-stay place for 1st time Waikiki visitors, wary locals and the ever elusive millennial traveller? The new owners invested in a top to bottom makeover for the interiors, but also wanted a new name and corporate identity system to re-brand the former "Hokele Suites."
THE DESIGN SOLUTION
We coined a new name and definition for the word "Surfjack." Playful and instantly familiar, a word to define anyone, anywhere who finds inspiration in the ocean. Where late nights on Lewers turned into early morning sessions at Queen’s. Where adventure, exploration, and a thirst for the unknown moved us forward. Where the cadence of the sea, not the tick of the clock, set our lives in motion. This is the Waikiki of old, reborn.