Deer Creek Lodge | Rebrand and Website Redesign

Competitors

In order to fully understand the space in which Deer Creek lives, there needed to be a thorough understanding the competitive landscape. Hunters and outdoor enthusiast that pay for this type of experience are not always limited to geographic location, so the research was national including Alaska. Our research revealed that competitive hunting lodges websites organized and presented themselves in the same way, didn’t make booking easy, and only true difference among the properties was geographical location.

Consumer Segmentation

By far, an older Caucasian male was the targeted audience within the national competitive set. Since Deer Creek Lodge was based on cross-generational family-centric experiences, through data driven research, we discovered hunting and outdoors enthusiasts market segments of existing and potential customers that were being underserved. They were the experienced hunter, the interested hunter, the active retreater, and the future hunter. These groups were defined by what experiences are important to the, their socioeconomic status, educational backgrounds, habits, media consumption, purchase behavior and shared interests.

Positioning

Deer Creek Lodge takes pride in offering an exceptional well-rounded experience on and off the field. We are dedicated to give you an adventure worth reliving, stories worth sharing, traditions worth passing on, and memories that will last a lifetime.

Identity

A timeless and iconic logo was created capturing the exhilarating moment a bird is kicked up during the hunting experience. Lines in the bird are reflective of the grass in which it is flying out of as well as an abstract detail implying feathers during flight. The mark is paired with strong and clean primary type with a supportive serif which speaks to the sophistication of the property and experience.

Supportive Visuals

The new brand and surrounding visuals needed to support the overarching experience and adventurous spirit of Deer Creek. Creating an elevated brand that reflects luxury while still being approachable was established through typography, thoughtful graphics, intimate photography, and a genuine voice.

Photography & Video

The photography and videography needed to highlight Deer Creek’s offerings and capture the private setting of the lodge and all they have to offer. A moody and organic aesthetic helped tell the experiential story and also constructed a personal connection to the consumer.

Functionality

The website needed to be an intuitive hub to connect Deer Creek Lodge to a nationwide audience in an experiential way. The existing website was dated, lacking visuals, voice, and functionality. We needed to make sure Deer Creek went above and beyond the industry standard (which was lacking), and comfortably accommodate their growing audiences’ digital needs, while ultimately, leading to increasing Deer Creek Lodge’s revenue.

User Experience

To show full support of a younger audience, while adhering to the existing clientele, Deer Creek’s digital presence needed to guide and inform the user of their offerings, immerse the consumer in the adventurous experience to ignite their spirit, and be transactional for ease-of-use bookings.

Upon launch booking conversions increased nearly 50% thanks to the updated website and user flow. The immediate success has driven Deer Creek to open up other locations under a hospitality group currently being formulated. Stay tuned for updates.