Branding the World's Top Luxury Hotel's Expansion Plans

The Ritz-Carlton is synonymous with 5-star luxury. So when new properties are in development, a heightened sense of brand excellence is required. For their new residential developments at Maui's Kapalua and Rancho Mirage in the California desert, the challenge was to create a website to attract residential buyers who are drawn to both the innate spirit of each place, and the common associations of the venerable hotel name. The catch: do it all before the properties are even complete.

A Place Born of Developer's Drawings and Buyer's Dreams.

Through a signature residential brand look and feel, along with careful use of area imagery, 3D renderings, blueprints, and images from existing hotel properties, residential websites paint a compelling picture of what it would be like for prospective buyers to own a piece of the Ritz-Carlton promise. On a South Pacific island, or in the heart of the desert.

Every Last Detail

The site becomes the core element of a carefully constructed sales cycle and strategy. Prospective buyers can view renderings, read details, see relevant news, download plans, review services and amenities, and make contact - all in keeping with a strategy and content crafted by FINE that aims to connect buyers' emotional dreams with the objective details that make them a reality.