Client: SouthPoint Resort
Role: Brand Strategy, Creative Direction, Logo Design, production
Scope: Brand Identity Development, Advertising, Digital Assets
Role: Brand Strategy, Creative Direction, Logo Design, production
Scope: Brand Identity Development, Advertising, Digital Assets
The new owners of SouthPoint Resort had embarked on an ambitious transformation of a rustic lakeside property on Canim Lake, investing significant time and resources to elevate it into a premium destination for family vacations, weddings, retreats, and special events. While maintaining the welcoming atmosphere that guests valued, they wanted a brand identity that reflected the resort's enhanced experience and established a stronger presence within the region. The property's unique location on a point of land extending into the lake, combined with the owners' style references that centered on navigation and map-related themes, provided a compelling foundation for the creative direction.
Explorations
My approach involved an extensive exploration of concepts inspired by maps, compasses, geography, and the natural beauty of the surrounding landscape. Multiple rounds of development and refinement led to a logo that incorporated a compass needle centered on the "O" in the word "Point," creating a distinctive mark that connected both the resort's name and sense of destination.
Usage
The identity was extended across advertising, digital platforms, social media assets, merchandise, and promotional materials, creating a cohesive brand experience. Today, The Point Resort has established itself as a sought-after vacation and event destination, with many guests returning year after year.
