Creating a legendary experience

When the recession took its toll in Bend—Central Oregon’s tourism-driven economic hub—an already overcrowded market of destination resorts faced an uncertain climb back to profitability. Emerging from the economic trouble with new ownership, Brasada Ranch was reopened in 2011. With the goal of re-launching the property as one of the finest destination resorts in the region, Northview Hotel Group came to Riley Weiss for brand strategy, positioning and creative development that was targeted and appropriate to their audiences.

The challenge: An overcrowded resort market with fierce competition for tourists coupled with a remote location 45 minutes from the most popular tourist attractions. Brasada needed to communicate why their resort was worth the trip—that it truly would provide guests with a legendary experience they couldn’t get anywhere else.
 
Riley Weiss visited the resort, studied the competition, and developed a strategic position for the brand—a niche in the resort market that fused the rustic spirit and history of the land with the comforts of modern luxury. We wove these elements throughout the web design and refinement of the existing logo, crafting messaging that brought continuity to the brand’s communications and packaged Brasada’s diverse offerings as one seamless union of adventure and luxury.