art direction + brandingRock Springs Retreat Center helps people hit the reset button. Hoping you will leave feeling better than when you arrived.
The rock springs brand
Outlining the elements that define Rock Springs Retreat Center and help maintain consistency when representing their company. The visual and verbal elements contained in this document have been chosen for their ability to elicit an emotional response that reflects Rock Springs Retreat Center’s values.
the logos
The Rock Springs Retreat Center logo simultaneously evokes the strength of “Rock” and the serenity of “Springs.” The triangle (inspired by the lodge’s prominent window) is wrapped in concentric circles that represent community, wholeness, and a systemic view of the natural world. The wavy lines at the bottom create balance while conjuring up the fluidity of water.
Because no two spaces are the same, it’s important to have options. These logo variations allow for flexibility in print and digital mediums. Each iteration is created in black, white, and full color. Having logo options that can accommodate different color and shape requirements ensures that Rock Springs always maintains visual consistency.
the fonts & colors
Typography does a lot of heavy lifting when it comes to subliminally communicating a feeling. Consistent use of typography establishes structure while imparting feeling. Our chosen typeface, Overpass, is an integral part of the brand personality.
And, the chosen color palette was inspired by a photo of the property, highlighting the beauty and balance of nature. The primary colors include hues of blue that reflect on water, juxtaposed against earthy golds that conjure up the rising and setting sun. To bring further balance to the color palette, we selected a charcoal, a light gray, a grass green, and a deep red.
the signs & collateral
Signs & marketing collateral are opportunities to reinforce the Rock Springs brand. Whether it’s through the presentation of service verticals, cabin names, or swag, it’s important to relentlessly reinforce the brand at every opportunity. Doing so creates an immersive guest experience that will leave them wanting more.
the photography
Rock Springs Retreat Center is natural, beautiful, and inspiring. The photography is another branding opportunity to tell their story while simultaneously showing off their property and how their clients like to enjoy it.
Tari (General Manager)