In 2023, I was asked to develop a revised brand identity for Sugar Lake Lodge, a lodge in northern Minnesota dedicated to providing a family-friendly resort experience.

Sugar Lake Lodge’s previous branding was outdated and hadn’t been revised since their founding in 1993. The new branding needed to fit with a ‘northern aesthetic’ while also capturing the modern vision for the lodge set forth by the new General Manager.

The process for this branding project began with a client intake. During this intake we asked questions surrounding what the client did and didn’t like about their current brand, what they hoped the new brand would capture, and how they envisioned their business in the coming years.

With this background, I moved into my own process of competitor research, inspiration gathering, and offline sketching. Once I significantly narrowed down my initial sketched concepts I began to revise them digitally.

“I had been wanting to update colors and logos for a while but just never fell in love with anything. The existing brand was used for almost 30 years, and I really wanted something that I’d love for years to come. Viden presented a half dozen color palettes and 10 logos and I loved all of them.”
-Abby Oxborough, General Manager

“We knew we were on the right track when Viden nailed the logo, and it has just gotten better from there.”
-Fred Bobich, Owner / Founder