Last Resort
Marina

Overview

Last Resort Marina is a full-service marina located in White Lake, Michigan, offering boat hauling, slip rentals, boat rentals, and seasonal shrink-wrapping. When owner Jay acquired the property, he brought decades of marina operations experience—but the business had no existing brand presence to match his expertise or vision for growth.

Referred through a trusted connection, Jay partnered with me to build a complete brand and digital foundation that would position Last Resort Marina as a professional, trusted destination for boaters across Southeast Michigan.

The Challenge

Although the marina offered comprehensive services and was led by an experienced operator, it lacked the essential elements needed to compete in a modern, search-driven marketplace:

  • No logo or visual identity

  • No website or online visibility

  • No marketing materials to support customer acquisition

  • No clear communication of services or differentiators

Without these fundamentals, the marina’s growth depended almost entirely on word of mouth—limiting awareness, bookings, and long-term scalability.

Former Logo & Signage

The Solution

I developed a complete brand and marketing foundation designed to feel timeless, colorful, and modern—capturing the energy of lake life while establishing professional credibility.

Brand Development

  • Designed a distinctive, versatile logo aligned with Jay’s vision

  • Created cohesive branding guidelines for consistent future use

  • Established a clean, approachable visual identity suited to marine recreation

Marketing & Collateral

  • Designed professional business cards to support in-person networking and referrals

Website Strategy & Design

  • Built a modern, user-friendly website from the ground up

  • Clearly showcased core services:

    • Boat hauling

    • Slip rentals

    • Boat rentals

    • Shrink-wrapping

  • Structured the site to improve discoverability, credibility, and customer conversion

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The Results

The transformation delivered immediate and lasting impact:

  • Strong professional brand presence aligned with Jay’s industry experience

  • Clear digital visibility enabling customers to easily find and contact the marina

  • Consistently full seasonal bookings, with a waiting list every year since the 2023 website launch

  • A scalable marketing foundation supporting continued long-term growth

Last Resort Marina now reflects the quality of service behind it—turning a previously unbranded property into a fully booked, in-demand destination for boaters in Southeast Michigan

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