The process began with a discovery call and strategy session, where I learned about Granite Creek Marina’s rich history, its role in the community, and the client’s vision for the brand. Established in 1931, Granite Creek Marina has been a family-owned destination for generations, and the client wanted a brand identity that reflects its legacy while fostering a sense of connection among visitors.

To ensure the new branding would stand out, I conducted competitive research, analyzing the logos and websites of other marinas on Priest Lake. This research helped identify opportunities to differentiate Granite Creek Marina while staying true to its unique identity. During the strategy call, I presented examples of competitor branding, which informed our discussions about positioning, visual style, and key differentiators. This strategic approach ensured that the final design would resonate with the marina's audience and set it apart in a competitive market.

To fully understand the marina’s essence, I visited the beautiful marina on Priest Lake and Granite Creek Falls. Walking the docks, observing the natural surroundings, and experiencing the marina’s atmosphere firsthand provided invaluable inspiration. I took photos of the marina, the falls, and the iconic Chimney Rock, which would later become central elements of the design.

Back in the studio, I began translating my observations into sketches. Using the photos as reference, I drew the marina’s key landmarks, including the gas house, Granite Creek Falls, and Chimney Rock. These sketches captured the spirit of the marina and served as the foundation for the logo and illustrations.

Digital Development

With the sketches and photos as my foundation, I transitioned into the digital phase of the project using Adobe Illustrator. This stage involved refining the shapes, typography, and overall composition to create a polished and cohesive logo. I carefully referenced the photos of Granite Creek Marina, Granite Creek Falls, and Chimney Rock to ensure the design stayed true to the marina’s identity and surroundings. 

Every element was thoughtfully crafted—from the flowing lines of Granite Creek Falls to the rugged silhouette of Chimney Rock—to reflect the marina’s connection to nature and its rich history. The typography was customized to complement the iconography, with subtle details like the “r” descender mirroring the contours of the falls. The result was a logo that seamlessly blends history, nature, and community, capturing the essence of Granite Creek Marina in a timeless and memorable mark.

The new logo and visual identity were applied across a range of materials, from signage and merchandise to digital platforms. These mockups showcase how the branding enhances the marina’s presence and creates a cohesive experience for visitors.

The project concluded with a comprehensive Brand Presentation and Brand Guidelines Booklet and Brand Guidelines Sheet, providing the client with everything they need to maintain consistency across all touchpoints. The guidelines include detailed instructions for logo usage, color palettes, typography, and patterns.

Additionally, I created a Goodbye Packet as a final touchpoint, offering tips and resources for implementing the new branding. My goal was to ensure the client felt confident and supported as they began using their new brand elements to connect with their community.