The curve between the stem and the arm of the 'K' is also reflected in the hills of the icon. This small detail gives the logo a more intentional feel.

This customization represents a tree branch reaching up and a bent trunk grounding down.

I customized the letter 'T' with a subtle bend to represent the strong base of the bent oak tree.

For the primary logo, I chose a wide handcrafted display font that feels natural, grounding, stable, and sturdy.

Bent Oak Lodge overlooks a bent oak tree in the front yard and is the home's namesake.

Primary logo

grullo

olive

cinnamon

EGGSHELL

jet stream

All design decisions were made to enhance feelings of warmth, enthusiasm, and adventure. The color palette draws inspiration from the warm, natural tones that can be found in the Black Hills. The logo and marketing collateral include typography that's imperfect and handcrafted. The brand patterns and icons incorporate elements from their display typography and represent harmony, balance, and a connection with nature.

creative direction

Bent Oak Lodge's target audience is curious, optimistic, outdoorsy, and respectful. They're looking for an immersive environment that's both beautiful and functional; a memorable experience that encompasses the wild, rugged, and luxurious; and a place to stay that not only prioritizes the aesthetic but also their overall guest experience.

target audience

Bent Oak Lodge is a luxury cabin nestled in the Black Hills of South Dakota. It's a secluded and peaceful escape that invites people to connect and be fully present.

As a brand, they value giving their guests a 5-star experience, integrity, connection, and adventure. The goal of their brand identity is to convey an adventurous spirit, their love for the Black Hills, and a connection to nature, themselves, and each other.

Brand Strategy, Brand Identity, Social Media

Bent Oak Lodge

Photography by Emily Costopoulos & Alyssa Crawford

This pattern uses the circular shape that is the "sun" in the brand icon. The design is meant to convey the sun and stars, as the star shape is made when the suns are repeated in a pattern.

SUN AND STARS PATTERN

I highlighted the tree's rings which reinforce the brand's value on nature. The lines also resemble the lines on a topographical map, which reference adventure and exploration.

The curve in this hand-drawn representation of the Black Hills reflects the curve in the letter 'K', and highlights the outdoor adventures that await guests when they visit. 

It also has the appearance of a staned glass window or an arched window with a view of the sun rising (or setting) on the Black Hills.

For the icon, the arch shape is the same shape as the letter 'D' in Lodge, providing a sense of consistency and cohesion throughout.

icon

This pattern is the same design as the brand icon. The design is meant to convey the sun rising or falling in the Black Hills, combined with tree rings or lines on a topographical map.

BLACK HILLS PATTERN

Designed in an arch to give another nod to the bent oak tree and to highlight the connection this place has with its natural surroundings.

The icon here uses the same arch as the primary icon, which is the curve shape from the letter 'D' in Lodge.

I wanted the secondary logo to feel cohesive but unique in its own way.

secondary logo

The hexagon shapes in this pattern are made from reflecting the letter "A" from the Bent Oak Lodge logo. The design is meant to convey harmony and balance, as hexagon shapes are often found in nature.

HARMONY AND BALANCE PATTERN

- Emily Costopoulos, Founder of Bent Oak Lodge

If you want someone to take ownership and create something amazing, call Megan."

"I appreciate that Megan took such a deep dive into who my audience is, what would be valuable to them and incorporated everything we uncovered into all aspects of the brand's presence.

social media

This pattern is meant to convey the horizons that can be explored in the Black Hills. The simplicity of this pattern works well to balance the other patterns.

HORIZON PATTERN