VISUAL IDENTITY
Branding
Who are you?
Why not kick off the section with an existential question?
Understanding who you are as a brand informs so much of the strategic decision-making of an organization. It provides parameters and bumpers for the team to communicate effectively and clearly with outside vendors, customers, and media. It positions you to stand out from competitors. It gives personality and values.
It is everything.
This is where it all starts. The core principles that guide who this brand will be and how it will act. The identity of the Sunday River brand has long since been established, but the display of the material needed a refresh.
With some small ideological tweaks and a major visual overhaul, the 2026 brand book was formed. Transforming from a dated mess of collages and ill-defined design hierarchies to a modern, less-is-more approach.
The Brand Book
Sunday River Brand Campaign
Beginning in 2024, we knew we needed a brand overhaul. While our visuals had greatly improved from previous years, we were still lacking in the storytelling department.
Enter Lone Spruce.
Working with the Maine-based agency to help tell our story, we set out on a year-long endeavor to tell the story of Sunday River.
Cozy, but confident. Exciting, yet approachable…these were some of the ideals that needed to be conveyed. A tall order for 60 seconds.