Luxury hotelier and lifestyle company Ritz-Carlton has created a new class of resorts—the Ritz-Carlton Reserve—to cater to global travelers seeking to escape the stresses of everyday life and experience sanctuaries of local culture in beautiful, hidden destinations. KINETIK developed a comprehensive identity standards manual for the Reserve covering everything from naming conventions for new properties to logo creation to collateral development. To launch the identity, KINETIK also wrote and designed the inaugural Reserve brochure for Phulay Bay in Krabi, Thailand. The rich color palette complements stunning photography, ethereal vignettes, and maps and handwritten elements to reinforce the idea of cultural exploration.