Rebranding a Sustainably-Focused Hospitality Group
Starry Night Lodging + RV, previously named Highline Adventures, began as a group of hotels in Montana in 2006. Five years later, it launched a sub-brand of vacation rentals called Starry Night Lodging. But as the company began to purchase campgrounds in Montana and new vacation rentals in Hawaii, and its owners developed a passion for sustainability, it was clear the brand needed a common thread and a visual identity to reflect it.
Eric Sheckleton
Co-Owner
Starry Night Lodging + RV
The Challenge
Over time, Highline Adventures as a brand became confusing, housing various property types across Montana and Hawaii, each catering to a different traveler. It was missing a common thread that brought them all together.
At the same time, the company’s owners were growing more passionate about the concept of regenerative tourism – the idea of not just maintaining but improving the places you travel to. They began prioritizing sustainability initiatives at their properties, pointing guests to local voluntourism opportunities, and integrating local people and businesses into their operations.
This effort emerged as a major theme and differentiator for the brand, but it wasn’t yet represented in its visual or messaging identity.
Highline Adventures’ logo was Montana-centric, featuring rugged cliffs and a mountain goat. But the client wanted a more holistic logo that represented themes of Hawaii, Montana, and regenerative tourism.
The Solution
The rebrand from Highline Adventures to Starry Night began with establishing the company’s new mission and values, which centered on regenerative tourism. We thoughtfully collaborated with the client to craft a new mission and values set that reflected these beliefs.
"Regenerative tourism means making it last. For Starry Night Lodging, this means honoring, improving, and preserving our favorite destinations at the same time we’re enjoying them. Our approach to regenerative tourism involves the things we do as a company and the ways we encourage our guests to interact with the places they visit."
Then, our creative team went to work to create a logo that encompassed several themes without looking too busy or disparate. Themes included:
- Water and mountains, representing Hawaii and Montana
- Sustainability and care for the Earth
- Stars, alluding to the idea that all of the properties, though far apart, exist under the same sky
The client landed on an organic design using soft blues and greens that reflects all three themes.
With the brand’s new values and visual identity in place, PRIME transformed Starry Night’s website and social media presence to reflect its evolution. We launched a Regenerative Tourism page highlighting the company’s past and current initiatives. We also updated our blog and social strategies to target audiences who share an interest in sustainable travel, quickly ranking for keywords including, “regenerative travel,” and “eco resort.”
