Henry’s Fork Lodge

Welcoming a new generation of anglers

Henry’s Fork Lodge is one of the world's premier fly fishing destinations, perched above the legendary Henry’s Fork of the Snake River, in Idaho's breathtaking surroundings.

After three decades of welcoming guests who say that going to the lodge feels like coming come, the team engaged Office to develop a brand strategy, visual identity and website that connects with a new generation of anglers.


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We started by spending time with the lodge team and long-time guests, as well as avid fly fishers, guides and outfitters, to uncover and articulate what makes Henry’s Fork Lodge a unique experience, and what young anglers are seeking.

This led to a brand strategy and positioning rooted in the lodge’s unparalleled hospitality: Guests feel personally taken care of, with customized experiences, in the hands of anglers who share their passion for world-class fly fishing. “Rustic luxury” became the focus of the visual identity and tone — elevated, yet wholly approachable and crafted.

We conveyed this through the identity, website and digital communications — inspiring anglers to start dreaming about a Henry’s Fork Lodge escape, whether it’s their first, or twenty-first.

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We knew we needed to refresh our brand and attract a younger demographic to sustain ourselves for years to come. Office took on this challenge beautifully: they helped us understand our target market and develop an identity and communications that are already resonating with the guests we'd like to host. I can't recommend Office enough.
Amelie Kappes, COO, Henry’s Fork Lodge
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Project Scope

Brand Strategy
Research
Visual Identity System
Website
Messaging
Digital Marketing
Brand Guidelines