client
Between beaches AK
Services
brand strategy, brand refresh, web design & development
Between Beaches is a truly unique Alaskan experience. Cottages line a remote beach surrounded by the ocean on either side. Fresh Lines Creative partnered with Between Beaches Alaska to execute a comprehensive digital and brand revitalization. This initiative focuses on evolving the brand’s visual identity to reflect a sense of wonder and exploration while simultaneously building a robust, high-converting digital platform.
The ask
The primary objective for Between Beaches Alaska was twofold. First, they sought brand refinement to transform their existing identity into a more professional and cohesive suite of marks. Specifically requiring a primary logo that evokes wonder and exploration, a secondary logo for compact use, and a nature-inspired color palette. Second, they needed a strategic web presence through a custom WordPress website. This site was designed with a specific UX strategy to funnel users toward bookings, and required responsiveness, SEO optimization, and integration with analytical tools like HotJar and Google Search Console to monitor performance.
The Approach
I employed a structured, collaborative methodology to meet these objectives. The project began with a discovery and branding phase involving a customized questionnaire and brief to align on creative direction, resulting in a full Brand Style Guide that defined the typography, using The French Kiss for headings and Manrope for body text, alongside a color palette of Cambridge Blue and Maroon.
Next, we focused on web strategy and UX design, using the refined brand assets to develop a site map and creative strategy that included designing home page and internal page mockups for up to 15 pages, complete with a feedback loop of two revision rounds. The technical build was then executed on the WordPress platform, ensuring responsiveness across all devices, while also implementing foundational SEO, integrating Instagram feeds, and performing rigorous site testing.
The process concluded with training for the Between Beaches Alaska team to ensure they could manage site updates and functionality independently.
The Result
The partnership delivered a professionalized brand ecosystem and a high-performance digital storefront. This includes a comprehensive Brand Book that provides consistency and clarity for all future marketing and communications, and an optimized web platform—a fully functional WordPress website that serves as a direct booking funnel, supported by a foundational SEO framework. Finally, the client is now operationally ready with the delivery of a Brand 1-Sheet for quick design access and a vector and raster file package, ensuring they are fully equipped for all future brand collateral needs.
