Dona Paula Jetty is one of Goa’s most iconic landmarks: a coastal viewpoint steeped in history, beauty, and folklore. Over time, its true story was overshadowed by myth, leaving its legacy misunderstood. The project aimed to rediscover that truth, breathe new life into the landmark, and reintroduce it to the world.
Services
Client
Year
Website
Challenge
Dona Paula Jetty stood as a postcard of Goa: iconic yet misunderstood. Our goal was to peel back the layers of legend and rediscover the truth.
The challenge was to preserve the soul of the landmark while reframing it for a new generation. We had to create a brand that celebrates its history while embracing the rhythm of modern-day travel. It had to be made more inclusive, accessible, and emotionally resonant for both locals and travellers.
Approach
We built a new identity that connects the past and present while keeping the essence intact and refreshing how Dona Paula Jetty looks and feels.
The rebranding began with a logo and design language inspired by Goa’s coastal elegance and colonial charm. This extended into every aspect of the experience, from on-ground signage and wayfinding systems to branded merchandise like caps, totes, and souvenirs that created a tangible connection with visitors. We captured the spirit of the space that reshaped its presence with authentic narratives, visual storytelling, and a renewed tone of pride and inclusivity. Our strategy focused on balancing heritage with modern relevance, ensuring Dona Paula Jetty was known as a living, breathing part of Goa’s cultural identity.
Goal
To preserve Dona Paula’s heritage while giving it renewed meaning and relevance. Honour it's true history by celebrating its cultural depth.
The aim was to reintroduce it as a landmark for today’s audience. We wanted to bridge the old and the new, making the space more inclusive, engaging, and memorable, both online and on ground, through design, storytelling, and experience.
Result
The refreshed identity gave Dona Paula Jetty new life. One that feels true to its roots and relevant to today’s audience.
Visitor engagement grew both on-site and online, driven by authentic storytelling and consistent brand expression. The new visual and spatial design improved accessibility, creating a sense of belonging for everyone who visits. Today, Dona Paula Jetty stands as a symbol of cultural continuity, proof that when tradition meets thoughtful design, heritage can find its place in the modern world.
A timeless place, reintroduced with purpose.
