Role
Branding Consultant
Project
Rebranding Campaign

OVERVIEW

"In a world where weddings are more than just ceremonies and 'love' is more than a four-letter word, Sugar Hollow Retreat emerges as the pinnacle of intimacy and romance."

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I mean, you couldn't gather all that from their initial brand, but they definitely had a vision. When I first came across Sugar Hollow, their website gave more of a "state park tour guide" vibe and less of a 'paradise of love' destination — luckily, we were here to rekindle the flame.

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Our rebrand campaign was a wonderful journey — transforming this exquisite mountain venue nestled in the heart of Tennessee's Appalachian mountains into a premium wedding destination. With a recent acquisition of the venue, the new owners had a vision of turning Sugar Hollow Retreat into THE venue for those looking for a full mountain wedding experience. Cabin lodging, fire places, local wine, you name it. They were looking to not only upgrade and revamp their brand but establish themselves in the wedding marketplace on trusted sites like Weddingwire.com and TheKnot.com

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Enter the hopeful romantic, me.

BEFORE THE MAGIC

BRINGING LOVE BACK TO THE BRAND

Our quest was simple, but long: revitalize Sugar Hollow Retreat's brand identity, shifting its image from a mere wedding venue to the ultimate love destination. The goal was to position the retreat as the unrivaled love guru — offering a place where couples (and their guests) can soak up the jaw-dropping scenery and explore the wild, wonderful world of romance.

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Here's how we brought some love back into the brand:

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REDISCOVERING IDENTITY/ROMANTIC REPOSITIONING:

We took a deep dive into Sugar Hollow Retreat's history, immersing ourselves in its rich, Appalachian roots. Our mission was to uncover the retreat's unique essence and get ready to give it a makeover that would make Dolly Parton proud! I really wanted to build a solid brand and archetype, so that when people heard/read Sugar Hollow Retreat, they instantly thought of romance, wilderness, and EXPERIENCE.

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VISUAL METAMORPHOSIS:

Our design team summoned up a brand new look that mixed rustic charm with a dash of timeless elegance. We were thinking earthy colors, textures that rivaled tree bark, and just a sprinkle of mountain magic in the logo and fancy pamphlets, capturing that oh-so-natural connection with Mother Nature. I wanted to emphasize the breathtaking Appalachian backdrop and different cabins the retreat had to offer.

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What's a 'destination wedding' without a stunning destination, am I right?

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BECOMING THE LOVE GURUS:

We didn't stop at love; we turned Sugar Hollow Retreat into the ultimate matchmakers. With exclusive packages that combined personalized wedding planning and dreamy romantic escapades, we made sure couples felt like they were floating on a cloud from the moment they said "Hello" to the moment they said "I do." Along, with personalized content for the lovely couples, I also curated blog articles to help everyone get ready for the big day — everything from how to pick the perfect gifts for your bridesmaids to decoration ideas for an unforgettable ceremony.

Let's throw some paint on the canvas! What do ya say?

Hope you're prepared for the lead flow...sorry in advance.

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