IN the Dunes

Case Study

IN the Dunes is the first and only approved lodging inside the ecologically rich Indiana Dunes National Park, a stunning landscape along the southern shore of Lake Michigan.

Beachwalk Resort leases the historic 1933 Chicago World’s Fair Cypress Log Cabin from the The National Park Service, offering visitors a unique opportunity to stay immersed in both nature and history.

Services Provided

Branding
Custom Illustrations

The challenge

To design a brand that’s whimsical, historic, and fresh all at once, something that would charm millennial families to senior history buffs. With lease approval from the government still on the horizon, the brand needed to set the stage for future lodging adventures in this unique spot.

The solution

We defined a strategic brand identity that balanced historic charm and modern appeal, featuring:

A versatile logo suite with full-color and timeless one-color options
A Lake Michigan–inspired palette of blues, sandy tones, and forest green
Clean, character-filled typography with vintage script accents
Hand-drawn illustrations and a signature brand pattern
A concise one-page brand guide for easy consistency

The result positioned IN the Dunes as a boutique, premium lodging experience, inviting guests to connect with nature, history, and each other.

The process

Step 1: Strategy

We began by uncovering the story behind the stay; the purpose, history, personality, competition, and what makes their place unlike anywhere else.

Step 2: Creative Direction

From there, we explored two distinct mood board directions to capture the right vibe; honing in on illustration, typography, and color. After we implemented their feedback, they selected their favorite direction.

Step 3: Design Concept

Then, a fully thought out, one-concept brand solution was presented, bringing their story to life with a suite of logo variations, a color palette, typography, illustrations, a brand pattern, and real-world application examples.

Step 4: Feedback & Files

After final revisions, the brand was complete. We delivered a polished brand suite with organized files and a simple brand guide, ready for cohesive use across print
and web.

Photograph by Erin Watson from INtheDunes.com

The results

Since launching the new brand, IN the Dunes achieved:

A fully booked rental calendar from May to October 2025, with nightly rates between $700 and $1,800
Early bookings already coming in for 2026, demonstrating strong ongoing demand
Using the brand guidelines, they developed a beautiful, on-brand website that drives bookings and tells the story of the historic cabin and park
Positive guest feedback emphasizing the authentic, peaceful, and welcoming atmosphere
The brand successfully attracted a higher-income, educated traveler segment, including families, couples, artists, researchers, and history enthusiasts, all drawn to the unique experiential lodging opportunity.

Client love

She absolutely nailed it, every time! She is the ONLY choice for unique, whimsical design.

"I've worked with Amanda three times now - once for a t-shirt design for a coffee shop, once for branding/logo design for a new lodging company, and once for a mural. I can't want to work with her again on more projects!"

-Erin Harrell, Beachwalk Vacation Rentals