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LOGE

Branding and design

A promotional image for LOGE featuring the text "LIVE OUTSIDE GO EXPLORE." On the right side, four people are walking through a grassy field towards the ocean carrying surfboards.

Branding

Production

Strategy

Taking a small hotel chain into the big league

LOGE is a fast-growing adventure hotel brand. From hammocks in rooms to Traeger grills and firepits to gear rental and onsite bars, LOGE does it all so they can be an easy go-to basecamp for outdoor enthusiasts. In addition to our advertising and social work for them, we’ve also been forming and evolving the LOGE brand both on-site and off, including establishing the brand guidelines, tone, and voice. They started with a single property in Westport, WA, and seven years later LOGE is set to have 20 locations open by the end of 2024. Our challenge was to ensure that their brand and marketing efforts could keep up with their rapid growth. 

Knowing that the brand is about to almost triple its locations, we wanted to focus on the brand guidelines to ensure LOGE’s future stayed on a seamless track. Once we tightened up LOGE’s visual approach, colors, voice, and typography with their mission statement and value pillars, executing everything from the in-room collateral to the ongoing creative work became much more efficient and consistent.

As LOGE was beginning to secure more and more properties, it became more imperative that each property maintain a sense of individuality while still feeling part of one big LOGE family. Our solution for this was to use a consistent framing device, the shape of a vintage motel key tag. Inside we created bespoke type and iconography that nodded to a story from the previous property, or a natural feature of the area.

With a fast-growing portfolio, it was time to launch the LOGE App and the new LOGECamps.com. From the voice to the content to utilizing the new badges, everything came together seamlessly alongside our developer partners.

Overall, the brand guidelines are working just the way we had hoped. LOGE’s retail store has taken off this year, promotional swag has been a hit at local races and events, and designed location maps and café menus help add to the LOGE vibe.

A grid of the logos of LOGE's current and future camp locations, featuring distinctive logos for each location.
A close-up image of a teal keychain with a gold key ring, featuring the LOGE Camps logo and the text "Westport WA EST. 2017" embossed in white, and placed on a rustic wooden surface.
A map illustration of the LOGE Mt. Shasta property, designed in a red and white color scheme, against a mountain outdoor landscape.
A postcard with text "LOGE Camps" cut out, revealing a scenic beach view through the cutouts. The postcard is on a wooden surface next to a mug and a black pen.
A page from a LOGE Camps brochure against a rustic wooden surface. The page headline reads "We'll save a spot by the campfire for ya," and images of people enjoying a campfire and outdoor activities next to a list of the different LOGE locations.
A postcard on a rustic wooden surface with an image of a scenic canyon. On the left side of the postcard, there is a small map marking the location of LOGE with the text "LOGE" and "Est. 2017."
A postcard on a rustic wooden surface with a handwritten message. The message and postcard printed text mention the LOGE Glacier National Park. LOGE logo is on the bottom right.
Three smartphone screens displaying different aspects of booking a room on the mobile app for LOGE Camps. The background of the image showcases a serene lake with mountains.
A packaged LOGE Camps air freshener in the shape of a stylized campfire with the label "Post-Adventure Stank Solution." The entire package is placed on a rustic wooden surface.
A person wearing a beige hoodie outdoors in sand with the LOGE Camps logo and the text "Westport, WA" printed on the front in green. The hoodie also includes "Est. 2017" under the Westport text.
A can cooler with the text "LIVE OUTSIDE GO EXPLORE", featuring the LOGE Camps logo and a graphic of a keychain tag with the text "Westport, WA". The cooler is placed on a rock, with a blurred background.
Two green LOGE product bottles against a blurred background with an orange LOGE logo. One bottle shows product name and description and the other bottle shows directions and ingredients.

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