*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Hotels Podgora, the largest hotel complex in this small place in Makarska riviera, have decided to go into the proces of rebranding, renaming and redesign.
Our brand story is as follows:
When gazing at the mighty Biokovo and the eternal sea, we are confronted by what is crucial, the eternal part of us, our essence. Biokovo and the sea are united in Podgora, place named after its position under the mountain. When we look at the mountain, we feel humble, when we look at the sea, we are inspired.
Podgora unifies contrasts, the sea depths with the mountain heights. Podgora is the sea and the mountain, the rock and the ravine, the shell and the stalactite. This place of contrasts takes us back into the past as we turn towards the future.
The roof brand Medora was named after endemic shell species found on Biokovo, while brand extensions were named after motives from Podgora, derived from Latin. Thus, the first renovated family hotel Minerva was renamed Medora Auri Hotel.
The contrasts of Podgora are projected through the new brand slogan “Touch the sea, hug the mountain” and visual identity, developed by our sister agency Bruketa&Žinić OM.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultants: Petra Despot Domljanović, Stipan Rimac
Brand Implementor: Jelena Mezga
Creativni Directors: Davor Bruketa, Miran Tomičić
Art Director: Miran Tomičić
Account Director: Maša Ivanov
Designer/Ilustrator: Marko Prokić