Highland Pines Resort
B2C / Brand guidelines / Brand implementation / Competitive audits / Content creation / Graphic design / Logo & brand design
Highland Pines, a family-owned RV facility, was known for its many amenities, multi-generational appeal and extensive seasonal offerings. Unlike most campgrounds, Highland Pines features non-traditional offerings such as an on-site marina, food truck festivities, beachfront concerts and DJs, and pop-up shops.
They had built strong loyalty over the years, but the existing brand identity didn’t match the quality of the guest experience.
We were engaged to develop a new visual identity that would elevate the perception of Highland Pines and position it as a premium destination for seasonal campers, families and RV enthusiasts—new and returning. In doing so, we needed to strike a balance between maintaining the warmth of the brand while elevating its sophistication.
The identity also needed to be flexible enough to work across a wide range of branded applications, from roadside signage and vehicle wraps to social media, uniforms and merchandise.
The new brand positioning for Highland Pines was to present itself not simply as a campground, but as a full-service resort. This brand strategy emphasizes their multi-generational appeal, premium amenities and natural surroundings—balancing tradition and comfort with a sense of enduring value.
We designed a primary wordmark featuring refined serif typography paired with a custom crest emblem to anchor the identity in a sense of long-standing presence, permanence and trust.
To support wayfinding and site-specific programming, we designed custom location marks for key areas of the resort: Lakeside, Valley Springs and Riverside. These marks help extend the graphic identity while making navigation intuitive and visually cohesive.
The new brand palette features almond, umber and bronze—natural, warm tones to reflect the beauty of the landscape, the comfort of the atmosphere and the elegance of the resort experience.
Our brand identity design process includes branded prototypes. We design these prototypes to help our clients see how a new brand identity will perform in the real world. For a hospitality brand such as this, our prototypes include:
- branded brochures and tradeshow materials to help support the resort’s marketing efforts
- comprehensive signage and wayfinding designs, uniforms and custom vehicle wraps, making each item into a brand ambassador throughout the 200-acre property
- digital and social media templates to unify the brand online
- branded goods—from apparel to accessories—to enhance the guest experience and increase brand visibility among seasonal campers
The new brand positioning and graphic design presents Highland Pines as a destination of choice for campers seeking a premium seasonal experience. The visual identity system has brought clarity, consistency and a sense of pride to every brand touchpoint—from the entrance gate to guests’ social media feeds.
By aligning the brand with the emotional and physical experience of the resort, Highland Pines now communicates the lasting value it offers to generations of campers—helping to retain loyal guests while attracting new ones.