Cockpit Country
The challenge was to apply urban planning methods, sociological research and brand planning practices to develop a unique proposition for one of the only undeveloped places in Jamaica Cockpit Country. Research was at the root of this ongoing project, and it led us to a unique perspective. We realized that rather than crafting Cockpit Country around the audience we want to lure there we had to build it around the people who are already there. We had to put the people of Cockpit Country and their unique passions at the very center of this brand. Every step of our methodology was a more collaborative, respectful process than we had ever undertakenÑand it proved the most rewarding. The result was a brand voice, identity and plan that the residents of Cockpit Country can stand proudly behind and the Jamaican government can support.
