CASE STUDYCoal River Services Marketing Material
YEAR: 2025
INDUSTRY: Travel
LOCATION: Alaska/Canada
SCOPE: Restaurant Menu, Business Card, Tri-Fold Brochure
PROJECT OVERVIEWCoal River Services is a full-service RV Park in Coal River, BC.
An RV park and lodge located at the junction of the Coal and Liard Rivers in British Columbia, Canada. The President of the Open Road Guide purchased Coal River Services in 2022 and wanted to revamp the marketing collateral of the lodge to include the infamous wood bison that commonly roam the area.
This project consisted of me redesigning the business cards, restaurant menu and tri-fold brochure.
THE CHALLENGEOutdated Marketing Collateral
The existing Coal River Services marketing collateral no longer reflected the vision of its new ownership following the company's acquisition in 2022. The previous collateral relied on a teal and turquoise color palette tied to the original logo, but the new owner wanted a more authentic representation of the region by emphasizing the iconic wood bison that roam the area.
The challenge was to update the marketing collateral to honor the company's roots while establishing a stronger connection to its local environment and future direction.
THE APPROACHUsing the New Logo as the Guide
A new logo featuring the wood bison became the centerpiece of the brand, supported by an earthy color palette inspired by the surrounding landscape. The new owner suggested to have the color palette of the new marketing collateral to consist of the colors that are used in the new logo. He also noted to refrain from adding any green, as that would risk the branding to be too similar to the Alaska & Alaska Highway Business & Travel Guide.
Overall, the refreshed collateral was designed to feel earthy, yet cozy and warm, to match the overall vibe of the RV park.
THE RESULTA New (and Growing) Coal River Services
With the launch of the updated marketing collateral, Coal River Services started to grow! Since this 2022 project, Coal River Services gained 20% new travelers and 3 more team members. The RV park also gained more services to offer to travelers through business partnerships.
