Reef Capital Partners had spent two decades quietly building a portfolio of world-class destinations—including Black Desert Resort and Marcella, home to a Tiger Woods-designed golf course. But their brand hadn’t kept pace. They came to WANT for a full rebrand that would reflect their true stature and position them alongside the world’s leading luxury investment firms.

My Role

As project lead at WANT Branding, we worked directly with the Reef’s CEO and C-suite to guide brand strategy, messaging, and rollout.

• Led the engagement from discovery through delivery

• Conducted 20+ stakeholder interviews to inform brand positioning and architecture

• Helped define the brand promise “Expect the Best” used across all communications

• Managed the full website development and creation process — including sitemap development, content creation, asset collection, and stakeholder approvals

• Supported rollout materials including investor decks, brand videos, and marketing collateral, launch plans, and corporate communications

Impact

• Elevated Reef’s market presence to match its portfolio and long-term vision

• Consolidated multiple legacy websites into a single, cohesive digital experience

• Delivered a premium brand identity and architecture system aligned with Reef’s business model and growth strategy