Interactive

Sun Cabo is a resort and villa vacation management company in Los Cabos, Baja, Mexico. Recognizing the need to better organize and structure its brand during a high growth period and to ensure its brand would sustain an increasingly upscale demographic, Tugboat was asked in 2008 to research and create a new brand plan for the company. A key client objective was to have a highly sophisticated presence in the property rental industry in the vicinity.

Acknowledging that the term “Vacations” was not the best fit for its property rental division, and also addressing the fact that the company’s successful concierge and real estate services now demanded their own segmentation, the company was renamed “Sun Cabo,” with three key business units: The Sun Cabo Collection (properties), Sun Cabo Lifestyles (concierge services) and Sun Cabo Realty (real estate). The branded business units were implemented through a vast array of redesigned collateral, new website and in-villa pieces.