How do you build a wine destination from the ground up? Oregon’s Rogue Valley, a magical and diverse AVA near Ashland came to Lookout for partnership in strategic planning (alongside Scion Advisors), then asked Lookout to helm the development of a brand guide, marketing plan and consumer, trade and industry tools. Research and winemaker interviews revealed two key insights: the majority of their winery traffic was local and older, and only a tiny percentage of the 2 million visitors coming from farther afield to Crater Lake and Southern Oregon each year—and who skewed much younger—were including any of the nearly 40 wineries on their itineraries. Knowing our biggest opportunity was to convert wine-loving Southern Oregon travelers into wine trippers, we created an unexpected, vibrant brand that showcases the convergence of world-class wine with world-class outdoor and cultural experiences that can only be experienced in Rogue Valley Wine Country.
Team: Holly Macfee, Kelly Wright, Ginger Robinson. Note: some artwork below is for design direction/found photography only, not published materials.