CASE STUDY
SUNSETS ON SENECA
Sunsets on Seneca came to us at the very beginning of the business journey with nothing more than a name and a vision for relaxed lakefront rentals on Seneca Lake.
The goal was to create a brand that felt approachable, laid-back, and welcoming without looking overly corporate or overly polished. From branding to web to merchandise, every touchpoint was designed to capture the feeling of slow summer evenings, sunsets on the water, and easy lake life.
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THE CHALLENGE
Because the business was brand new, there was no existing visual identity or digital presence to build from.
The client wanted to avoid feeling “too legit” or overly commercialized, something that can easily happen in the hospitality space. The challenge was creating a brand that still felt professional and trustworthy while maintaining a relaxed, personal feel that matched the experience being offered.
THE GOAL
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Create a welcoming, approachable brand identity
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Design a simple one-page website to introduce the business
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Capture the feeling of lake life without feeling overly themed
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Develop merchandise that felt wearable, casual, and authentic to the brand
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Establish a professional online presence from day one
THE APPROACH
The visual direction was inspired directly by the lake itself. The brand color palette was pulled from real sunset photography taken by the client, creating warm, natural tones that immediately connected the brand back to Seneca Lake.
The identity was intentionally designed to feel relaxed and unfussy while still maintaining structure and consistency across touchpoints.
Subtle details were used throughout the branding to create personality without overdoing it: a custom wave detail in the “A” of Seneca as a nod to the water, a sunburst element inspired by sunsets on the lake, and casual, approachable typography and layouts
THE RESULTS
Sunsets on Seneca launched with a cohesive brand presence that feels authentic to both the location and the experience being offered.
By focusing on approachability, subtle storytelling, and consistency across branding, web, and merchandise, the business now has a strong foundation that feels memorable without trying too hard.
