The Bahamas needed to become the preferred sun and sand destination. The new brand identity should help the country stand apart. We focused on one critical differentiator: The Bahamas is not one place, but an archipelago of 700 islands offering many different adventures. The solution is a fluid brand expression: a stylized map of The Bahamas composed of fourteen major island destinations. This inspired a brand language extending across signage, communication, merchandise, iconography and more.