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 Vacation Rentals partnered with me for my knack of crafting brands that honor history while feeling modern, inviting, and timeless.

Services Provided:

- Branding
- Custom Illustrations

The challenge

The goal was to design a brand that felt both historic and modern, honoring their first approved lodging, the 1933 Chicago World’s Fair Cypress Log Cabin, while charming everyone from millennial families to seasoned history buffs.

With lease approval from the National Park Service still pending, Beachwalk needed a brand that would also set the stage for future lodging experiences within the park.

The solution

Crafting a strategic brand and visual identity with simple, easy-to-use guidelines gave them the tools to showcase a boutique, premium lodging experience that invites 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.

Website by INtheDunes.com

The results

Since launching the new brand, IN the Dunes achieved:

A fully booked rental calendar from May to
October 2025, with rates between $700
and $1,800 per night
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
The brand successfully attracted a higher-income demographic, including families, couples, artists, researchers, and history enthusiasts, all drawn to the unique experiential lodging opportunity.

Booked out. On brand. Bringing in new people.

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