Challenge
Yosemite Resorts needed a comprehensive brand identity update that would unify the visual appeal of all three properties under one cohesive umbrella. The new branding had to reflect a simple, welcoming, and professional look that appeals to both couples and families. Additionally, the color palette and design elements needed to evoke the natural beauty and cozy charm of the Yosemite area.

Approach
Extensive research was conducted on the natural and cultural elements of Yosemite to ensure the new branding would resonate with the environment and guests. The goal was to capture the essence of Yosemite’s scenic beauty and the welcoming atmosphere of the resorts.

Each property’s logo was designed to be simple and welcoming while maintaining a professional look. The logos were created to work cohesively together under the Yosemite Resorts brand, ensuring consistency across all properties.

The color palette was inspired by the natural landscape of Yosemite. Soft Gold, CA Poppy, Basalt, Deep Sky, Quartz, Umber, Cypress, and Amethyst—reflect the hues found in the park’s flora, fauna, and geological features​​. The typefaces Phoreus Cherokee Bold and Muli Regular were selected for their readability and friendly, inviting appearance​​.

In addition to the digital and print branding assets, assistance with onsite signage was provided, ensuring that the new visual identity was seamlessly integrated into the physical space of each property. This included directional signs, welcome signs, and informational placards, all designed to enhance the guest experience by being both functional and aesthetically pleasing.

Results
The rebranding of Yosemite Resorts successfully unified the visual identity of Cedar Lodge, Yosemite View Lodge, and Indian Flat Campground. The new branding is not only cohesive and professional but also welcoming and reflective of the natural beauty of the Yosemite area. Guests now experience a consistent and comforting brand presence, whether they are staying in a lodge or a campground.