Michael Newhouse
Branding and Information Design

Rough Creek Lodge

The Fletcher School, the global affairs graduate school at Tufts University, went through a recent rebranding that necessitated a revision and expansion of their limited graphic standards. My task was to develop fresh standards, create new designs and graphics, and update existing marketing materials to align with the new standards. This involved redesigning all Fletcher graphics, from social media posts to brochures.

Design, identity, copywriting, art direction and web site for Rough Creek Lodge & Resort. When creating the website strategy, I interviewed almost every staff member on the property, from on-the-ground hunting guides and kitchen staff to the owners and guests. I designed the typography, art-directed all the photography, builtthe site, and wrote every word here and in the ad campaigns. From the creative brief to wire-frames, sketches and art/site production,this was a collaboration with a dozen managers (each an expert in their areas). Ad campaigns, wedding and meeting package support materials—even private-label products in the gift shop—were developed to create a cohesive brand voice. Last-minute new owners shelved the project after it was built.