Rare Finds
Building a new brand proposition of experience-led luxury
Client
Rare Finds
Industry
Services
Brand Strategy
Proposition Development
Research, Data, & Insight
Messaging & Copy Creation
Rare Finds was a first foray for international operator of destination resorts, Kerzner. They were exploring uncharted territory: establishing a one-of-a-kind hospitality brand rooted fully in experiences.
To translate that vision into a coherent, scalable brand architecture, Camron was engaged from the outset, beginning with the development of the brand blueprint – the foundational framework from which all subsequent brand decisions would follow.
To ensure the proposition was rooted in genuine insight, we collaborated with specialists across luxury experience curation, entertainment, and live performance, drawing on expertise beyond the hospitality sector to identify what distinguishes an extraordinary and memorable experience from a merely great one.
The insights we garnered informed the full brand strategy and proposition. We outlined the positioning, narrative, and messaging framework that establishes Rare Finds as a platform for the unexpected, not just a conventional collection of resorts.
We developed the portfolio logic that defines how individual experiences and destinations relate within the broader brand, and created the language system and copy that would articulate the brand consistently across all touchpoints, culminating in the Rare Finds core message: ’Stories that shape you, shaped by us.’
Recognising that a brand of this nature required significant technological infrastructure, we also consulted with specialists in the tech and AI spheres to ensure the underlying platform architecture was informed by the latest thinking in intelligent personalisation and experience curation.
The result is a differentiated and distinctive brand within a highly competitive luxury landscape, structured with the strategic and operational coherence required to grow and scale as the brand acquires further standalone hotels and experiences to live within the Rare Finds ecosystem.