Founders of Rugged Elegance, Jennifer Carolyn King and Timothy Fredel, have created with their three children, Jessica, Nik & Hayley King Fredel, a philanthropic private foundation named the Rugged Elegance Foundation. Rugged Elegance has created two ‘place to purpose’ retreats for BIPOC and LGBTQ+ and women leaders called The Retreat:SF (San Francisco) and The Retreat:ME (Maine). Central to each is A Day To Breathe: a program of curated experiences in a spectacular setting that amplifies the voices of leaders and their teams by engendering clarity and alignment. A key feature is the Recharge Room, a sensory experience that harnesses the replenishing power of nature. The foundation hired SLD&i to brand each retreat, create their websites, and design collateral, marketing material, infographics and social media posts.
The Retreat:SF and The Retreat:ME offer curated experiences that amplify the impact of BIPOC, LGBTQ+ and women leaders by providing organizations a serene space to meet, empowering programs, and access to resources.
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Branding (Top to Bottom): Logo based on the labyrinth at Lands End and the idea of amplification; The Retreat: SF homepage that shows a view from the deck.
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Embossed graphic illustrations that capture the scenic environment and natural landscape central activities and experience at the retreat.
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Icon system based on activities at the retreat.
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Instagram posts incorporating icons and quotes.