Pure Manly
Client: Manly Pacific
Scope: Strategy, Brand Identity, design toolkit, signage, print, social, welcome kit, uniforms
Collaborators: Pete Buckley, Tim Brown, Josh Sobel, Cindy Erlina, Peter Georgiou, Jac Waszkiewicz
Role: Group Creative Director – Enigma

Originally opened in the early 1900’s as Hotel Pacific, this iconic beachside landmark has undergone many names in its rich history. Post COVID, moving away from the Novotel branding and elevating into the ACCOR groups MGallery collection, Manly Pacific’s makeover into a 5-star destination required a brand refresh and reimagining for the luxury market.

The opportunity was for Manly Pacific to inspire a renewed love of the unique story of Manly. Influenced by local spirit and the romance of Manly’s iconic heritage, our brand idea was simply expressed as ‘Pure Manly’.

The design brief was ‘luxe modern beach house’, inspiring a soft contemporary palette aligned to the colours of the coast, sunsets, sea, and sky. From uniforms to postcards, beach bags to signage to in-room finishes, the visual elements combined to create a sense of escapism and ethereal quality.