Develop a brand family for the micro-resort’s fishing and hospitality arms
Reduce AirBnB fees through direct website bookings
Solution
Create the perfect name for this shabby-chic hidden gem
Create a sub-brand for the rental units & private pond fishing
Appeal to both the new and existing clientele
Website that attracts to urbanite weekenders and local anglers
Results
The perfect name: “Outcast Landing”
For the rental cottages, “Dry Dock” – a cheeky, nautical play-on-words that establishes this as a separate amenity from Moby Dick’s Fishing Pond
A brand identity that's a little hip, welcoming, and fun, appealing to both new and familiar friends
A website where guests can easily view the various cottages, check availability, and book directly
The Background
Hooked on a Reelin’
When Andy Markoff bought a piece of land 25 minutes outside of Austin, he dreamed about transforming it into a fishing paradise. He gradually built the pond himself, named it Moby Dick’s Private Pond Fishing, and rounded up some fish. Soon after, Andy and his brother Dan decided to expand the property by setting up accompanying modern, country cottages for out-of-towners. This new phase called for a new brand identity and website.
The Brief
You Can Lead the Tourists to Water but You Can’t Make Them Fish
The Markoff brothers needed an umbrella brand that could encompass both the high end rental cottages and lowkey fishing experience. They also needed a sub-brand for the cottages that would delineate them from Moby Dick’s. The brand needed to be a little hip, welcoming and fun, appealing to both new and familiar friends. Seeing as AirBnB takes a significant cut of rental earnings, it was also critical that the website allowed for direct bookings.
Keep reading to see how we overcame these obstacles, or just look at the results.
"“Many men go fishing all of their lives without knowing that it is not fish they are after.”"
— Henry David Thoreau
The Solution
A New Identity on the Fly
The first order of business was to tackle a new name. After brainstorming a range of options, the client settled on Outcast Landing. It fit this quirky hidden gem and, of course, “cast” is a nod to the reel attraction.
Along with a name for the overall destination, we needed a sub-brand for the rental units too. We settled on calling them “Dry Dock.”
The Impact
Casting a World Wide Net
Next, we had to bring the brand alive with a new website. Inspiration for the visual identity was a mash-up of 1970s summer camps and director Richard Linklater’s vision of central Texas. The end result is an aesthetic that’s part funky, part outdoorsy, and hip but not pretentious. The aim was to appeal to urbanite weekenders and local anglers alike. This is seen in the logo, fonts and brand colors. Check it out for yourself here.
Finally, we focused on building a website that would also allow for an online booking system. Guests can easily view the various cottages, check availability and book directly under the “Lodging” tab of the new website.
