Getaway: Brand Evolution
Getaway believes in making space for more free time. Just two hours outside major cities, Getaway’s cozy cabins provide restorative stays in nature where you can take a break from work, wifi, and routines, and enjoy the company of those who matter most.
Role: Brand & Photography Creative Direction, Senior Art Direction, + Lead Design (Website & Campaigns) | At Getaway, I was hired to re-build and lead their in-house design team as well as evolve their existing brand identity.
Getaway’s illustration identity was yet to be defined. In a sea of static imagery, motion brings a sense of whimsy and delight to digital applications. The subject matter is meant to bring you in, allowing you to picture yourself in the environments we depict. Imagery embraces the seasons, the micro moments, and the simple things. Like a warm cup a tea, a fun card game with a friend, or a yummy s’more by campfire light.
The website was redesigned, starting with the homepage to include bolder imagery, cleaner typography, and highlight our fun new illustrations. In partnership with UX, we conducted user testing and defined a new and improved customer journey.
Getaway believes that free time is a right and a ritual, so much so we took out an ad in the New York Times encouraging everyone to take more time to rest. We leaned into the arresting color of red, a brand color that has been avoided in previous years, which becomes powerful and own-able. Our clean typography and illustrations create a sense of pause and reflection.
How the evolved visuals all come together:
We even tried something new at Getaway, a lower cost campground site fully equipped with everything you need and nothing you don’t. Photography played an important role to showcase the new offering and attract customers.
The photography is natural and bright. It feels effortless while highlighting the campgrounds various amenities. Prop-styling is minimal and natural. Nothing feels forced or rigid. A relaxing atmosphere that would be enticing to even the most opposed camper.
Role: Brand & Photography Creative Direction, Senior Art Direction, + Lead Design (Website & Campaigns)
Collaborators: Amelia Detwiler (Illustrator), Julianna Claase (Art Director/Designer), Copywriting (Jamie Wetherbe), Strategy (Alex Covington), Diana Anghel (UX Designer), Tory Williams (Campgrounds Photography), Other Photography by various influencers