The Hawaii Jewelry Design Center
Maui Divers has always done exceptionally well with eastbound tourists who came to its "Design Center" location in tour groups.However, it had never been successful in attracting the Westbound F.I.T. traveler, despite advertising in visitor publications, offers of free taxis and buses to the Design Center.

The Brand Strategy Group was hired to analyze the problem and work on brand development.

Results
By changing the name of the center to Maui Divers Jewelry Design Center and changing its focus of its communications from a features-based story of the company's history to a benefit-driven story linking its product to the romantic essence of Hawaii, Maui Divers created a brand identity that transcended other shopping experiences and its new advertising resonated with Westbound travelers.

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