Klawock Island Brand Development
Introduction
Klawock Island is Southeast Alaska’s newest cruise destination, developed in partnership with Klawock-Heenya and Na-Dena’ to create a model for sustainable tourism growth rooted in community, culture, and place. Designed as a culture-driven, community-centric experience, the destination invites travelers into the stories, landscapes, and traditions of the Tlingit people through excursions, local artisanship, and immersive experiences found nowhere else.
Challenge
On paper, the ask was to create a new brand identity from the ground up.
But the real challenge was bigger than that.
Before a logo or visual system could be created, Klawock Island needed a clearly defined value proposition and a formalized brand position—one that could communicate what made this destination fundamentally different in an increasingly competitive cruise and tourism market.
This was about building a brand that could express sustainable tourism, cultural authenticity, community partnership, and destination appeal in a way that was clear, compelling, and consistent across every touchpoint.
Solution
We approached the work from the inside out.
First, we identified and formalized the brand value proposition, then translated that foundation into a clear, ownable positioning for Klawock Island. From there, we built the full brand system to ensure that strategy carried through every audience-facing expression of the destination.
Our work included:
- Brand identity
- Brand positioning
- Marketing strategy
- Website strategy and development
- Social media direction
- A wide range of supporting collateral and brand assets
The website and messaging were designed to reflect what makes Klawock Island distinctive: a destination where culture is actively shared, the community remains at the center of the experience, and every detail reinforces a deeper sense of place. That clarity now carries across the brand in a way that is both beautiful and usable.
Brand Identity
Website Design
Collateral Materials
