Growth Strategy

Tourism Visual Identity:

Give Your Destination a Look as Legendary as Its Landscape.

Visual identity is the "gut feeling" a traveler has when they see your brand. It’s more than a logo—it’s the textures, colors, and typography that tell a story before a single word is read. At Soren Marketing, we don’t just "refresh" brands; we excavate their core DNA to create a visual language that is both timeless and modern. Whether you’re managing a hidden gem or a world-renowned landmark, we build identities that command attention and foster an immediate sense of place.

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The Challenge

Modernizing a Legend

Dinosaurland (Uintah County) is home to world-class prehistoric sites, but their visual identity had become stuck in the past. To compete with other premier Utah destinations, they needed a brand that felt high-energy and "Paleo-adventurous" without losing its historical significance.

The challenge was to move away from a generic "local government" feel and toward a bold, cohesive identity that would resonate with modern families and adventure seekers alike. They needed a visual system that could work everywhere—from massive highway billboards to the smallest social media icon.

Growth Strategy

Key Deliverables:

The "Paleo-Adventure" Toolkit

  • Custom Brand Marks: Designed a primary "Dinosaurland" logo that balances rugged adventure with professional clarity.

  • Tactile Color Palette: Selected earthy, high-contrast tones (Deep Slate, Burnt Orange, and Sand) that reflect the actual geology of Uintah County.

  • Dynamic Typography: Implemented bold, structured fonts that provide a "premium" feel while maintaining readability at any size.

  • The Brand Guide: Produced a comprehensive manual to ensure every partner—from local hotels to state tourism boards—uses the brand consistently.

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