When the Ritz-Carlton Hotel Company was asked by the owners of the Abama Golf & Spa Resort to operate the luxury resort on the south-western tip of Tenerife, the management were faced with a dilemma.
The existing Abama identity had literally been cast in stone. A huge concrete sculpture was greeting guests when they first entered the resort.
A careful redesign merged the existing identity with the Ritz-Carlton culture, in order to portray the customary luxury appearance. The implementation across all guest materials, restaurants, spa, the golf course and the resort's marketing materials including the website was phased in within one year.