cragun’s resort & properties: Rebrand
With new ownership and major renovations on the horizon, Cragun’s Resort set out to redefine its brand for the next generation of guests. The goal was to build a cohesive identity that celebrates its legacy on Gull Lake while elevating the experience for families, golfers, and groups year-round.
The rebrand introduced a clarified market position, a refreshed brand story, and a unified visual system designed to tie together the resort, golf, convention, and property offerings. Deliverables included competitive research, messaging frameworks, logo exploration, a full visual identity package, and comprehensive brand guidelines, along with rollout recommendations and final production assets.
The result is a modern, scalable brand platform that brings new energy to a well-loved destination and sets the stage for its continued evolution.
establishing
voice & tone
Cragun’s brand voice is warm, authentic and rooted in nostalgia, capturing the timeless charm of Up North traditions. The tone is inviting and easygoing, creating a sense of belonging while celebrating the legendary experiences that define the resort. Guided by the Concierge archetype, the brand speaks with genuine hospitality, kindness and confidence, always putting guests at the center of the story. Overall, the voice blends historic character with refreshing fun to reflect a modern yet enduring lakeside legend.
legacy courses powered by cragun’s
Not only was the resort brand refreshed, but the new identity was also expanded to the Legacy Golf Course. The goal was to ensure the same elevated, cohesive experience carried through to one of Cragun’s most iconic offerings. By extending the visual system and storytelling to the course, the brand now creates a seamless connection between the resort’s legendary heritage and its premier golf experience while giving the Legacy Course its own refined expression within the family.
inside the process
