Brand Identity

We partnered with new owners in the revitalization of the historic inn, Johnny Seesaw’s. Located in the Green Mountains of Peru, Vermont, it was established in 1924 as a getaway for locals and past presidents alike. To reimagine the brand, we set out to pay homage to its rich history, while developing a fresh look. We adapted the name to Seesaw’s Lodge, suggesting a destination rather than a place. The typeface, with its chiseled appearance, is reminiscent of the local woodcarving culture and the red color, a nod to the earlier days of the inn. A unique and memorable part of Johnny Seesaw’s was the fire pit at the heart of the restaurant. This sparked the idea for the campfire graphic, signifying the feeling of camaraderie created by the brand.