Pigeon Lake Luxury
Services Provided : Visual Identity , Brand Guidelines and Website Design
Client Overview
Pigeon Lake Luxury is a refined lakeside estate designed for leisure travelers, golf enthusiasts, and families seeking an elevated escape. Set against the natural beauty of West Olive Michigan’s Pigeon Lake, the property is both a destination and a sanctuary.
Alias’s role was to lead the creation of a cohesive and emotionally resonant brand identity. This included the visual language, brand guidelines, and a luxury digital presence that positioned the estate as a high-end experience while honoring its warmth and spiritual character.
The Brief
The client approached us with a clear goal: to build a brand and website that felt sophisticated, rooted in luxury, and spiritually grounded. They wanted to attract discerning guests while preserving the peaceful and family-oriented energy of the lakeside environment.
The project scope included:
• A complete visual identity system
• Brand guidelines for internal and partner use
• A website designed with a luxury feel and intuitive user experience
• Messaging and creative direction that honored nature, intentional design, and spiritual inspiration
Strategy
The foundation of the project was rooted in clarity and emotional connection. We positioned Pigeon Lake Luxury as a restorative destination defined by natural beauty, thoughtful design, and a sense of quiet luxury. The strategy balanced elegance and earthiness, combining stillness with storytelling and simplicity with sophistication.
We thoughtfully incorporated spiritual undertones without being overt. The aim was to evoke peace and depth while maintaining a clean and modern aesthetic. Every design decision was intentional, from the logo system to the color story to the interactive feel of the website, all contributing to an experience that feels elevated, calm, and deeply considered.
Our experience at Alias in both lifestyle and luxury hospitality played a key role in helping us strike this balance. We were able to translate the client’s vision into a brand that feels aspirational yet approachable, emotionally grounded yet visually refined.
Translating the Client Vision into a Visual Identity
The brand identity process for Pigeon Lake Luxury was rooted in thoughtful exploration and close client collaboration. From the beginning, the client shared not a set of visual references but vivid descriptions of how he pictured the brand in his mind. Through language and storytelling, he expressed a desire for a brand that felt cinematic yet calm, elevated yet grounded, spiritually present yet refined in its design. These mental images guided our creative direction more than any mood board could.
We interpreted these descriptions into four distinctly different brand directions, each capturing a unique dimension of his vision. The client remained deeply engaged throughout, providing clear and considered feedback on how he wanted the brand to be perceived and emotionally received.
The final identity emerged as a blend of two core concepts. We paired the Phoenix Pigeon mark from the first direction, a symbol of rebirth, elegance, and strength, with the sunrise-inspired color palette from the second. These tones were chosen to evoke warmth, serenity, and emotional depth, reflecting the tranquil setting of the lake and the quiet sophistication of the experience being offered.
Typography selections were informed by timeless editorial design. The type system conveyed a sense of quiet luxury and maintained clarity across both print and digital platforms. The visual identity extended into signage, social media templates, and brand collateral, ensuring consistency, usability, and alignment with the client’s long-term vision. The result is a brand that is emotionally resonant, visually distinct, and a true reflection of what the client imagined, translated with care and creative intent.
Website Design
The website was designed to be immersive and cinematic. The guest journey was shaped by visual storytelling, movement, and intuitive flow. We prioritized clarity and elegance in the layout and used strategic interaction points to guide exploration.
Key priorities for the site included:
• Showcasing the property and a range of guest experiences
• Creating an emotional connection with the viewer
• Ensuring a seamless and polished booking experience
• Carrying the visual identity and brand voice across every page
Outcomes
The final brand and website deliver a soulful and refined experience. Pigeon Lake Luxury is now positioned to connect deeply with its target guests through a brand that feels elevated, grounded, and meaningful. The tools created serve as a foundation for future growth in marketing, partnerships, and property expansion. The project was outlined for a three-month turnaround and was completed ahead of schedule and within budget through consistent communication and a structured, collaborative process. The client was involved at every stage, from early concept development to final delivery, ensuring the outcome was not only beautiful but also aligned with their vision at every level.
Since launching, the brand identity has become a central asset in the client’s broader growth strategy. What began as a hospitality and guest experience project has evolved into a wider brand platform, guiding decisions around storytelling, merchandising, and digital development. The client is currently working with Alias to develop an ecommerce strategy rooted in the visual identity and emotional clarity of the brand. The logo, language, and design system are now serving as anchors for a retail offering that includes lifestyle products, home goods, and branded pieces reflective of the Pigeon Lake experience. The cohesion and clarity of the brand have opened new opportunities for revenue, reach, and long-term differentiation.
As we shift into phase two, we are layering in a comprehensive SEO strategy to position the site for optimal discoverability and organic visibility. From structural improvements to keyword alignment and content planning, these efforts are designed to ensure that the brand does not just resonate emotionally but also performs effectively in search. We will revisit this next chapter in a follow-up case study once the data has had time to develop.
For future clients seeking to build brands that are emotionally resonant, strategically grounded, and operationally sound, this project reflects what is possible through purposeful creative partnership. Alias offers a process that is insight-driven, timeline conscious, and rooted in both creative clarity and business alignment.