Legends tell us that Andromeda, the devastatingly beautiful princess, was once chained to a rock near Jaffa Harbor, awaiting her fate at the hands of a fearsome sea monster. In this epic tale, she was saved by the hero Perseus, and began a wonderful new life with him. Meanwhile, in modern Jaffa, our heroic struggle involved rebranding the luxurious yet dated Andromeda complex, which was launching its second phase. We fully capitalized on the thematic relevance of the Andromeda legend, intertwining it with the brand story, and depicting the princess in both the logo and promotional video. The Andromeda Reborn name, together with the “Life Begins” slogan, conveyed an aspirational form of rebirth and new beginnings to the target audience – affluent, well-established people with grown children, seeking to begin a new chapter with the benefit of classic tranquility and sea views in a colorful, culture-rich environment.