Bluefin Bay on Lake Superior Branding

For those who love Lake Superior, Bluefin Bay is a household name. But, at 25 years old, Bluefin Bay’s brand identity had become tired and dated. After a comprehensive marketing audit, Marketing that Matters revitalized Bluefin Bay’s brand. Since the Bluefin logo had strong brand recognition in the market, we took care to keep its signature mark, the seagulls. The type face and color palette were updated to compliment Bluefin Bay’s number one asset – its unmatched location, views and proximity to the water. We created the tagline “Never miss a wave” to reflect what customers told us they love most about being at the resort – being this close to the majestic waters of Lake Superior. The result: A brand identity built on Bluefin Bay’s strong brand recognition but refreshed for a new age of customers. Bluefin Bay remains the market leader for lodging on Minnesota’s North Shore.