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Private Retreat in the Woodlands of Rural Maine.

Dragonwood provides off-grid lodging and local excursion booking for families, outdoor enthusiasts, and workshop leaders.

Their extensive regional knowledge, preparedness, and collaboration with the local community allow them to create safe, fun and fulfilling adventures designed to rekindle your connection to the natural world.

Drone video of the Dragonwood property.

The Brief

Scope of Work 
︎ Creative Direction
︎ Messaging
︎ Brand Identity Design
︎ Web Design
︎ Web Development
︎ Photography
︎ Imaging
︎ Drone Video
When we began, Dragonwood had no branding other than the name. They needed messaging, photography and a website. More than anything, they needed their guests to understand what Dragonwood offers—the simple life.

Additional Credits
Webflow Developer — Stefan Tilke
Drone Pilot — Frank Howell
Music — "Here be Dragons" by Joe Hertler & the Rainbow Seekers

Visual Identity

For the brand identity, we wanted to create something that would appeal to both families with children and to more rugged outdoor enthusiasts. It couldn't be too childish, or too scary. We settled on the brand anchor "Earthy & Inviting", finding the meeting place between heavier earth tones and organic shapes with the refined lightness that the property boasts.

The logomark was inspired by the name Dragonwood. Initially the client wanted a smiling dragon with open arms, but I took a chance on a different idea: a sleeping dragon, protecting its treasure—the forest. A simple smile on the dragon's face helped create a sense of ease, inviting the viewer to share in its peacefulness. The sharp points of the sunshine ridge on the dragon's spine is eased by the circular frame shaped like the outer ring of a tree stump.

The color palette was carefully derived from colors found around the property.
Provide guests with a comfortable, secluded, and off-grid homestead from which to enjoy safe, memorable adventures in the woodlands of Maine.

A hidden gem where guests can find serenity, grounding, and the opportunity to check a few items off their bucket list.

Expansive Seclusion

Rekindle your connection to the natural world.

Dragonwood's typography had to be fun and inviting while retaining  their signature "Earthy & Inviting" feel.

The logotype had to pair nicely with the logomark, and the brand was screaming for a wood-cut font, so we chose to modify the typeface WTR Roycroft. For the subtitle "Parkman, Maine" we used HWT VanLanen, another wood-cut font.

Angie Sans worked great for H1 text when paired with what to me felt like its little brother font, Artifex Hand CF.

The wood-cut accent font, HWT VanLanen, gave just enough personality to compliment the others, bringing a sense of adventure and fanfare to pairing as a whole.

The perfect rural Maine escape, Dragonwood is intertwined with local community, so we captured portraits for the founders and locals alike.

The locals that collaborate with Dragonwood offer various excursions and services available on and off-site. They were a wonderful group of people to get to know.

All Content Copyright © Simon Werdmuller von Elgg