Ole’s Hakai Fishing Lodge Rebrand

Case Study

Ole’s Hakai Fishing Lodge


Make the digital user experience match the high touch feel of this quaint, family owned, fishing lodge and increase the visibility of the Ole’s brand.


A new logo, brand film, website and marketing materials that supported Ole’s as the premiere Canadian fly-in fishing lodge that caters to adventure seekers looking to recharge and reconnect.

The Beginning

What started out at first as an unforgettable fishing trip for Blind Executive Creative Director, Chris Do, quickly turned into a commission to produce a brand film for the fly-in fishing lodge located off the Central West Coast of British Columbia. General Manager, Ernie Daly, was ready to take on a new approach and enlisted Blind to help tell the Ole’s story.

Chris travelled to the lodge with an assortment of Canon cameras and lenses, and filmed on location for 4 days. Shooting on the water presented a number of challenges– namely, camera stabilization and motion sickness. Happily, both were overcome in the process of shooting and post-stabilization.

Brand Definition

Defining the brand creates an objective roadmap; a decisional filter for all the company’s future decisions. By checking against this statement, we can quickly see whether any decisions will help or hurt, focus or muddy, purify or modify the brand.

An in-depth strategy session was conducted remotely using a combination of screen sharing technologies and video. What emerged was a clear brand story and voice for Ole's.



ole_brand-defDuring the brand attributes exercise, a pattern emerged in the cluster of words. "Upscale, all-inclusive and spacious" spoke to a more bespoke experience, while "Casual, charming and old-school" touched upon the old fashioned values of this family owned and operated lodge.


Once the creative tone was set, the team quickly went to work to capture a new identity system that reflective the "Refined Rustic" aesthetic. Working with a hand lettering specialist, the design team created a unique, painted logo mark.



The raw painted logo shown alongside paint brushes, prior to being modified to enhance legibility with those unfamiliar with the brand.


The original Ole's logo featured a King Salmon nestled into an elliptical base. The rendering and graphic depiction was a little cold in its digital execution. The new logo is completely hand drawn with irregular strokes and resembles a signature.


User Experience Design

Based on the user profiles and user journeys, we created a sitemap from sticky notes. The site content was then organized and prioritized around key behaviors.



The Ole's brand was in need of a refresh, while still honoring the old fashioned values and traditions of Irv and JoAnn Olsen when they first took their family and friends fishing over 35 years ago.