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Luxury Big Island

In addition to being a pleasure to work with, Tronvig and GreyBox have been my strategic and creative partners in rapidly growing this business.

Harold Clarke, President, Luxury Big Island Real Estate


Luxury Big Island was selling its features and benefits and did not have a clear understanding of the needs of its target audience. Therefore, it had a corporate identity that didn’t match the needs of its real target. It was also selling to the general public instead of a clearly defined customer.



Luxury Big Island



Luxury Big Island GreyBox Creative

Discovery: Brand Pyramid

5. Brand Idea
We Care

4. Core Values

  • Elegant
  • Energetic
  • Decent
  • Courageous

3. Why? (Emotional drivers)

  • Safety
  • Marketing and global connections are stronger
  • Take care of you
  • The best Hawaii has to offer
  • What is the best property in Hawaii
  • Able to find buyers
  • Someone who wants to be the best
  • Privacy within sale

2. How does Luxury Big Island deliver its benefits?

  • Driven by client success
  • Our values
  • Investment in marketing
  • Development of technology
  • Investment in growing our network

1. What Is Luxury Big Island?
Hawaii’s most innovative and marketing-focused luxury real estate firm

LBI Competitive Advantage Diagram


GreyBox Creative used our insights to strategically build an identity and website with features that would drive consumer behavior. The goal of the identity is to portray a sense of exclusivity and luxury. The identity should be understated but memorable: The imagery of the island and the properties will speak volumes. Luxury Big Island should appeal to an older generation of wealthy individuals who want a no-nonsense approach and a realtor who has a high degree of knowledge and understanding—a realtor who cares about both buyers and sellers.



The target persona that was established in our insight was a wealthy and powerful executive. These characteristics are predictable. More subtle were his analytical personality and need for a high density of information. We called him Mike. In reality, he turned out to be Howard—Howard Schultz, the CEO of Starbucks, with his $25 million purchase.

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