LOGE
Branding and design
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.
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