Pineapple Court Hotel

Give an all-inclusive hotel a brand voice and digital experience that sells the feeling of switching off, not just the rooms.

I worked through a marketing and communications agency, on creative direction and design: brand guidelines, the campaign idea and copy, website, booking flow and guest app.

The pineapple has meant welcome in the Caribbean for centuries, so it holds the brand together. Bright, cheeky and never in a hurry.

The campaign came from a simple observation. Everyone has written an out-of-office message. Almost nobody has written one they meant. So every ad became an automatic reply sent from somewhere on the property.

Ink #231F20 and Pineapple Yellow #FFF200 lead. Palm Lime #9ACA3C and Caribbean Teal #2EC0D6 support, Sunset Orange #EF5A28 is the accent, and Sand #F7F3E8 is the ground.

Abril Fatface for headlines and stickers, always in sentence case. Work Sans for body, menus and buttons, with caps saved for labels.

A slap-on sticker system that carries the voice: “I’m on island time,” “Vacay like a rock star.” One rule: never more than three.

Set your out of office.

Every ad is an automatic reply sent from somewhere on the property, built to land in a commuter’s Monday-morning scroll and end with the stay that earns the message.

Photo first, reply card on top, oval logo top right.

Status: away. The same reply card, kept in the lower third and built for the thumb.

The site works like the hotel: nothing between you and a good time. The hero says it in five words, experiences sit one click from the homepage, and adding a dive to your stay sends the out-of-office the trip just earned.

Dates, guests and a room in four clicks, with the total counting up as you choose. The confirmation reads like the holiday has already started.

The day’s plan up front, drinks to your lounger in two taps, live tracking to the minute and a bill that always reads zero.

One idea runs from the guidelines to the guest app: the hotel is where you go when you’ve stopped answering email.

“Lee is not just naturally creative, she understands the science of good corporate design, making sure that things ‘work’ across applications. I can’t recommend Lee enough.”

Project

Pineapple Court Hotel

Year

2026

Scope

Brand guidelines, campaign, web design, booking and app design

Industry