Totality was tasked with creating the launch for Porto Montenegro, the super-yacht marina and village being built on the Bay of Kotor, Montenegro’s UNESCO World Heritage Site. It is an unique development in every way: high calibre backers; specialist designers; architects and marina planners; the sensitive vernacular architecture of the development; and most importantly the outstanding natural beauty of the place itself.
During the 60s, Montenegro was a haven for the beautiful people of the day, but during the subsequent years the place lost its lustre as a destination. Adriatic Marinas wanted to maximise sales of berths in the marina as well as residences within the village. The marina comprises a mixture of berths from super-yachts to smaller craft, with the sailing fraternity coming from a broad spectrum of backgrounds and geographical locations.
The branding and marketing needed to position Porto Montenegro as a confident player on the world marina stage, encouraging people to buy property and lease berths there and promote Montenegro as a safe place to invest.
Acknowledging the glamorous lineage with the assurance of contemporary quality, led to the core thought of ‘timeless elegance’ which informs all the work produced, with the resulting visual style communicating understated confidence. The clean lines, large format imagery and simple subtle colour palette and use of a repeat pattern of the ‘M’ logo, combined with sumptuous materials evoke all the qualities of modern luxury brands.
Totality created a suite of literature comprising main brochure, master plan, marina plan, brochures and floor plans for individual buildings all collated in a bespoke wallet and mailing pack, provided guidance for signage and the website design, devised both print and online advertising campaigns and assisted with production of materials for yacht shows and other promotional activities.