PBN 2017 Pineapple Awards

The Pineapple Awards was entering its second year, and with that came an intentional decision: keep the logo. The goal was to establish it as the permanent mark for the program — something the Hawaii tourism and hospitality community would come to recognize year over year. The design work this time was about building a campaign around that logo rather than reinventing it.

Where the previous year leaned retro, 2017 called for something more contemporary. The visual direction shifted toward a cleaner, more elevated aesthetic — gold foil textures, delicate pineapple line art, and a restrained white palette that gave the whole campaign a sense of prestige. The logo stayed consistent, but the world around it felt fresh.

That system carried through every touchpoint of the event — ads, invitations, event posters, signage, and the event slideshow — all rooted in the same refined visual language. The result was a campaign that felt like a natural evolution of the first year while establishing the Pineapple Awards as a program with its own distinct identity in the Hawaii business community.