BUILDING A BRAND
Female Owned Hunting Guide Service
case study
Southern Wildlife Outdoors llc
Located in central Florida, this guide service is uniquely owned and operated by Brea Lake. As a woman in a male dominated industry, she sets herself apart from the expectations of what one would might expect from a female guide.
She is adventurous, full of life, and invites the opportunity to give her clients a local, down home hunting experience. She keeps her hunts mobile and prefers not being in a stand but instead wants her clients to feel like they’ve been invited to join in on a hunting trip with a local on a normal, down-home experience.
Making the Brand…
Branded Photoshoot
I serve as President for the Destination Marketing Organization (DMO) in my area and work closely with our state level DMO as well. We had the opportunity to partner with them on a project to stimulate our local service businesses.
I had the pleasure in not only designing Brea’s new brand but also as the Assistant Director in her brand photoshoot and videography sessions that are now part of Visit Florida and Visit Hardee marketing campaigns reaching well beyond the state of Florida!
The Challenge
Brea has been hunting all her life. She got her start as a guide helping other outfitters during busy season or when they became over-booked. She began picking up her own clientele and formed her business, but she was struggling to set herself apart, as her own entity, from the other outfitters.
There’s also a perception in the industry that women tend to accompany on hunts vs feeling confident enough or being knowledgeable enough to lead their own outfit.
This disconnect was causing confusion amongst current or returning clients and loss of referral leads.
The Outcome
Within the first six months of the new branding, Brea had already booked up through the next 2 seasons of hunts. The branding project was completed mid-hunting season, and with the hustle and bustle, a proper launch was just not possible.
We simply positioned her social media accounts in the new identity, had business cards made, and Brea was very active in word-of-mouth letting her network know of the new identity.
Less than a year out from the new brand she has also added on new services due to overwhelming requests and completely booked out through the next year’s Spring Gobbler with clients coming from as far as the west coast of the US.
The new branding has positvely connected clients and referrals to Brea as the expert she is while also displaying the appropriate balance of professionalism and fun she offers through her services, thus resulting in more referrals being booked and a promising future.
Scope of Project
Strategy Sessions
Brand Positioning Work
Logo Suite
Color Palette
Typography Set
Brand Styleguide
Business Card Design
Initial Presentation to Client
“People don’t realize how important your identity is and she helped me create my vision into reality. For that I cannot thank her enough!!
She read my mind half the time, which I’m forever grateful for. I’m so grateful to have someone like Caitlin to share ideas, thoughts, and experiences and she’s able to turn it into what she does. It’s a gift!”
Black…
Inverted…
Defining the Brand
Culture
- Place to Learn
- Friendly
- Laid Back
Customer
- Simple
- Active
- Fun
Voice
- Confident
- Experienced
- Friendly
Benefit
- Experience Like No Other
- Hunts Like the Locals
- Learn Through Action
Value
- Escape
- First Class Treatment
- Friendly
Introducing….
Southern Wildlife Outdoors LLC
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