Client:  Dune Lockers
Agency: LEAD Marketing Agency
Project: Branding & Campaign

Dune Lockers chose LEAD Marketing Agency to launch a luxury storage condominium development near the Silver Lake Sand Dunes.

As the lead graphic designer for the project, my first step was refining the brand's visual identity. The client was very attached to their original logo concept, so I strategically cleaned it up without altering its core feel. To modernize and elevate the design, I updated the typography to a bolder, clearer font, integrated a tire element, and stripped away excess text to keep the logo clean and simple. The client was thrilled with the refreshed update.

From there, I was responsible for creating all visual assets. LEAD’s campaign included a brand guide, the new website layout, digital advertising, billboards, direct mail, and supporting sales materials designed to generate qualified leads and drive unit sales.

The strategy focused on reaching outdoor enthusiasts, RV and boat owners, and consumers seeking premium recreational storage solutions in W. Michigan. Aligning with an exclusive, high-end market position rather than a rugged aesthetic, the visual messaging emphasized security, convenience, customization, and the community at Silver Lake as a premium investment.

The campaign has helped build awareness for the development while generating ongoing interest, inquiries, and open house traffic.

Reflection
In retrospect, more time would have allowed me to present radically simplified logo concepts. I would have loved to push the client's creative boundaries by exploring bold typography and clever ways to integrate a key or storage element into a premium, modern mark.