Bear Lake, Utah - Idaho Brand Strategy and Visual Identity
Overview:
Bear Lake is a picturesque destination in Utah/Idaho. They are nicknamed the "Caribbean of the Rockies" due to their waters being crystal clear. However, their brand and visual identity didn't reflect an authentic feel and personality.
My task was to create a brand strategy, brand messaging and solidify a visual identity that not only authentically reflects the destination, but also inspires people to visit.
Phase 1: Strategy
I gathered research through a strategy workshop and independent sources to define the core of the brand, messaging, and foundation for the visual identity. I simplify brand strategy into three major columns. The first being the main trust builder, brand core, where we define what are goals are and what the destination is actually striving to be. The second would be simplifying that core into a personality and effective messaging. The third is to distill the previous parts of the brand into a comprehensive visual look and feel.
Phase 2: Visual Identity Concepting
I created over thirty marks that I felt were appropriate for the look and feel that was established in the strategy. I also pulled a color palette from the natural tones of the area that had sufficient contrast and harmony.
Phase 2: Visual Identity Revisions
The client identified a direction that resonated with them as well as the target audience, but also wanted to see other variations of the concept to make sure no stone was unturned. I created multiple variants of the concept that reflected the brand strategy and also had a fair amount of memorability and versatility.
Phase 2: Visual Identity Finalization
I suggested one of the variants of the main concept as a final design and the client approved the mark, colors and typography. I solidified the basic foundation of the visual identity with the logo, palette, type and imagery approved.
Phase 3: Brand Strategy and Style Guide
With all of the strategy, messaging and visual identity complete, I combined everything into one comprehensive guide that the client can reference going forward. It includes their complete brand strategy, target audience, brand personality, brand messaging, visual identity style guide and examples bringing all of the components together.
