Brand Creation, Collateral, Wayfinding
The debut of a luxury eco-lodge in the heart of Newfoundland & Labrador’s iconic Gros Morne National Park required a brand identity and positioning that instantly communicated its geographic sensibility. With rugged coastline, thick forests, awe-inspiring fjords, and miles of uninhabited wild landscape surrounding the property, words like remote, simplicity, woodland, marine, solitude, and nature drove our creative process. The result was a clean, graceful logo complemented by accents of lush artistry in the inn’s overall branding approach. Together, they convey the natural, sustainable vibe of the Gros Morne Inn in a subtle, unpretentious way.
While the logo was deliberately created in black-and-white for its simplicity, the brand identity package allows for multiple versions that suit different needs. A marine-inspired accent color was chosen to be used judiciously within the brand’s overall aesthetic.
Our vision for the Gros Morne Inn website built upon this foundation of “clean logo, lush artistry” by incorporating breathtaking photos of the landscape with hand painted artwork of the region’s woodland and marine animals from local artisan Kristin Roks. Her work is also woven throughout the experience of the hotel, forging a memorable connection between the online and onsite experience. Users are treated to dynamic appearances by puffins, whales, moose, and more as they scroll through the thoughtfully organized website that highlights three core stories necessary to their travel decisions: the inn’s look/feel, the visitor experiences available in all four seasons, and the property’s extraordinary commitment to sustainability.
Establishing the brand identity in this way infuses a bit of whimsy into the aesthetic of a luxury eco-lodge. This creates the opportunity for engaging touchpoints across concepts from merchandise to onsite signage.
And once our creation of the inn’s brand identity was complete, we were further tapped to revamp the visual identities for the owner’s two existing tourism businesses, Tour Gros Morne and Taste of Gros Morne. All three logos needed to sit together in harmony and share a similar sensibility.