A Clean Slate: Rebranding a Phuket Icon

Last Updated
10 April 2020

In February 2017, we reported that QUO was in the process of rebranding Phuket’s iconic Indigo Pearl resort.

The Bill Bensley-designed luxury property desired a new identity that would reposition it at the higher end of the market. The project entailed adopting a new name and visual identity, plus the development of a tone of voice, a brand video and a whole new website.

After months of creative development, the final element of the rebrand has been launched with the new site. 

An immersive experience for the user, the site showcases the arty industrial aesthetic of The Slate’s new visual identity and incorporates its new whimsically poetic tone of voice to create an enchanting portal for this innovative brand. The responsive site is heavily led by the resort’s new imagery, drawing visitors into the fantastical world of The Slate, and driving direct bookings through an easy-to-use and attractive interface.

The website joins a comprehensive range of marketing collateral and operational items to form a full 360-degree rebranding of the property, bolstering a refreshment of The Slate’s hardware that saw its suites and villas, dining venues and wellness centre rejuvenated with new looks.   

Visit The Slate’s new website at

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