Dancing Bear Lodge
Dancing Bear Lodge was a client during my tenure as Design Content Director at Grant Design Collaborative in Canton, Georgia.
With so many seemingly similar accommodations in the Great Smoky Mountains, Dancing Bear Lodge had to distinguish itself through more than furnishings and lodgings alone, a virtually indefensible position.
Dancing Bear Lodge lacked the built-in historical narrative and enviable reputation as a premium destination that set its parent Blackberry Farm apart. So I chose to position Dancing Bear Lodge as the premier basecamp from which to experience the Great Smokies. Tapping into the wellspring of fond remembrances of vacations past that most leisure travelers hold, I moved Dancing Bear Lodge from the accommodations business to the memory-making business.
My contributions: Concept, brand strategy, voice, copywriting.
