Elkhorn Ridge logo on a business card

Elkhorn Ridge
South Dakota, USA

Elkhorn Ridge is a resort, golf course and real estate development on a historically registered 5,000-acre ranch. Their heart and mission is to preserve the history of the Frawley Ranch and carry on its legacy through strategic and responsible development of living and recreational spaces.

All aspects of the business have seen steady growth since its beginning in 2005. Their team sought our help when they needed a new online marketing partner. Digital Designs partnered with Elkhorn Ridge to update their logo and define brand guidelines to bring their marketing efforts into clearer and more potent expression.

Elkhorn Ridge color scheme
Elkhorn Ridge old branding

Brand Audit Reveals Need for Consistency

After moving their resort website onto a secure hosting environment, we kicked off a Discovery project to assess the efficiency of their current marketing efforts. Our collaboration got started in a pickup truck, as we toured the ranch, marveled at the historic sites, and simultaneously conducted a brand audit. This revealed that over time their logo and other visual brand expressions had become too varied which had contributed to a diluted brand message. It was time to bring clarity and consistency to their branding.

Elkhorn Ridge Stylescape

Defining Brand Character before Logo Design

Through a series of discovery sessions and insightful interactions with stakeholders and staff, we developed stylescapes and defined Elkhorn Ridge's brand character as Refined Rustic. Inspired by the iconic barn red that many of the historic structures on the ranch share in common, we zeroed in on "oxblood" as a refined hue of that color and the accent of the new color scheme.

Elkhorn Ridge logo sketches

A Majestic Icon gets an Update

To complete the branding project, we developed a new logo for Elkhorn Ridge. Understanding that one of their core objectives was to overcome the fragmented perception of their various business entities, this new logo would be consistently used for all marketing from golf and resort to weddings and real estate. With the help of our in-house wild game experts, our designers sketched and developed a new iconic elk that is both anatomical accurate and versatile in all applications. Equipped with clear brand guidelines, Elkhorn Ridge's marketing director is now able to ensure their brand is expressed consistently in all channels.

Elkhorn Ridge logo
Elkhorn Ridge white logo on window
Elkhorn Ridge Brand Guidelines

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