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 & Research
We began by uncovering the story behind the stay; the purpose, history, personality, competition, and what makes their place unlike anywhere else.
A presentation of our
research was developed for the client to keep as a reference.
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 Exploration
After the direction was approved, the design exploration began, and yes, the creative process is messy!
Many iterations are created and tested until a strong, refined concept comes through.
Step 4: Final Concept & Files
A single, complete concept was presented with a suite of logo variations, a cohesive color palette, typography, illustrations, a brand pattern, and real-world application examples.
After revisions, we delivered organized files and a brand guide, ready for 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!"
Branding that connects people to place
From historic charm to natural beauty, your place deserves to be seen. Let’s connect over your brand’s story.
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