BeachPark is a Brazilian water park and tourist resort, situated in the Metropolitan region of Fortaleza, on the Northeastern coast of Brazil. It’s one of the leading tourist attractions in the country as it’s the largest water park in Latin America. Unlike other water parks in the world that are created in beachless places, outside cities, and along highways, Beach Park has a tropical DNA. The BeachPark complex is composed of the Beach, Aquatic Park, and Resort, welcoming nearly one million visitors annually.



MUSE partnered with BeachPark to match the vibrancy, warmth and fun Brazilian heritage of the 25-year-old park and introduce it to the global audience. MUSE’s strategy was to help BeachPark own a distinct position in the competitive amusement park market.



MUSE reconsidered each brand element—leading to a bold new logo device, sub-brand visual identities, lifestyle photography, signage, that was executed across nationally broadcasted media and integrated digital campaigns. MUSE’s work elevated the perception of the park from a local attraction to an international destination.