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Fossil Bay Resort – Brand Identity System

Graphic Design
Developed a calming, coastal brand identity with a logo inspired by sea waves, fossils, sunsets, and BC iconography. Reflected the resort’s tranquil ethos with earthy tones and boutique personality. The logo system was also designed to be responsive, maintaining clarity and character from large signage to small embroidered applications.
Fossil Bay Resort logo printed on textured card, displayed on natural fabric with ceramic decor—showcasing elegant coastal-inspired brand identity.
Responsive logo variations for Fossil Bay Resort in full color, black, and white, designed for contrast on light and dark backgrounds with scalable formats for versatile branding.
Brand applications of Fossil Bay Resort logo on resort merchandise including towel, pen, polo shirt, smartphone social media preview, and digital branding mockups.
Fossil Bay Resort magazine advertisement featuring a guest relaxing in a hot tub overlooking a coastal sunset, with logo and contact information displayed prominently.
Monochrome sketches and early concept variations of the Fossil Bay Resort logo, featuring ammonite shell motifs and wave elements during design development.
Visual inspiration behind Fossil Bay Resort logo including coastal sunset, ammonite fossil, ocean waves, handwritten font, and the British Columbia provincial logo.
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Client

Fossil Bay Resort (Concept Project, Name Provided by Owner)

Industry

Hospitality

Services

Visual Identity, Logo Design, Brand Styling

Year

2024

Website

https://fossil-bay.webflow.io/

Goal

To develop a compelling, emotionally resonant brand identity for Fossil Bay Resort, a nature-immersed getaway located in Shirley, near Victoria, BC. The brand needed to reflect its coastal geography, slow-living philosophy, and personalized hospitality.

Thought & Creation Process

The name Fossil Bay was provided by the owner—a strong starting point that naturally evoked imagery of the sea, time, and place. Our goal was to translate this into a cohesive visual language that could live on signage, digital platforms, and printed materials.

Logo Inspiration Sources

Visual inspiration behind Fossil Bay Resort logo including coastal sunset, ammonite fossil, ocean waves, handwritten font, and the British Columbia provincial logo.
Illustrative Elements as part of the logo.

The final logo and visual motifs were informed by:

  • Sea Wave Forms: To represent the oceanic surroundings and sense of fluidity
  • Ammonite Fossils: A nod to the name and a visual cue for geological time and beauty
  • BC Sunset Colors: Drawing from the warm skies along the West Coast
  • BC Provincial Logo: Referenced for regional authenticity and subtle locality
  • Handwritten Typography: To introduce a personal, boutique-style warmth

These elements came together in a custom wordmark with fluid strokes and organic curvature, accompanied by simplified graphic motifs adaptable across print and screen.

Visual Identity System

  • Color Palette: Driftwood, Sand, Mist, and Midnight tones for earthy balance‍
  • Font System: Elegant serif with handwritten accents for contrast
  • ‍Mood: Coastal calm meets timeless hospitality‍
  • Applications Explored: Uniform mockups, branded amenities, and marketing materials
  • Responsive Logo System: Designed to scale gracefully—preserving legibility and visual integrity whether used on large outdoor signage or as a stitched emblem on small collateral

Outcome

The identity system became a flexible foundation ready for real-world use:

  • Unique, recognizable logo grounded in local landscape and story
  • A color + typography system that could carry across digital, print, and merchandise
  • A responsive logo system ensuring brand clarity across varied mediums and scales
  • Emotional tone that appeals to mindful travelers, nature lovers, and boutique resort goers

This project reflects how a brand can start with a great name—and evolve into an ecosystem of meaning, memory, and connection.

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