Our Work
Launching FLX Retreats Rebrand and Website Driving 5x User Growth.
Services Provided.
The Challenge.
FLX Retreats offers adventure-seeking guests unique lakefront escapes across the Finger Lakes Region, from hobbit houses and cottages to RV campgrounds and elevated treehouses. While their experiences were diverse and memorable, their brand and website focused almost exclusively on treehouses, limiting awareness of their full range of accommodations and locations.
With an outdated website and visuals that no longer reflected all of their offerings, FLX Retreats needed a refreshed brand and digital presence to better communicate their promise of “Whimsy. Wonder. Adventure.” The challenge was to build long-term brand awareness and equity while supporting their goal of maintaining a consistent 60% annual occupancy.
The Solution.
Brandmint partnered with FLX Retreats to reimagine their brand and website from the ground up. The goal was to create a cohesive identity that showcased not just treehouses, but the full range of immersive accommodations and experiences available across the Finger Lakes.
Through strategic brand development, a redesigned website, and immersive visual storytelling, we positioned FLX Retreats as a destination brand—one rooted in curiosity, exploration, and family-owned hospitality. The refreshed brand and digital experience now invite travelers to discover all that FLX Retreats has to offer, while reinforcing their signature sense of wonder.
Strategy.
We kicked off the partnership with a strategy workshop rooted in building a strong, long-term foundation that aligned with the client’s core goals. To support these objectives, we refined their brand story and clarified their mission and values to ensure consistency and credibility across every touchpoint.
Through strategic discovery, we identified key benefits sought by their audiences, defined clear content pillars, analyzed competitors and industry successes, and developed detailed user personas. This work informed a cohesive content and channel strategy designed to attract new audiences, deepen existing relationships, and position the brand as trustworthy, relevant, and engaging across digital platforms.
Brand Development.
Drawing inspiration from nostalgic summer resorts in the Catskills and the childlike wonder of amusement parks, Brandmint’s Creative Director, Tim Youngs, led the creative direction for the rebrand. Brands like Six Flags, Busch Gardens, Darien Lake, and Disney influenced the idea that great destinations make a clear promise of fun and adventure at first glance.
From there, the creative direction evolved into calming, approachable nature motifs paired with a color palette inspired by sunsets on the lake. The final typography and visual system reinforced FLX Retreats’ tagline “Whimsy. Wonder. Adventure.” while creating a brand that felt both playful and refined.
Website Design.
Following the rebrand, we designed and developed a new website that aligned seamlessly with the updated identity. Understanding that guests search in different ways, we structured the site to allow users to browse by location or by type of accommodation, making it easier to explore and book.
We also prioritized storytelling, dedicating a full page to FLX Retreats’ family-owned roots and values. The result was a site that balanced inspiration with usability, guiding visitors from discovery to booking while showcasing the magic of each retreat.
Photo & Video.
Recognizing that visuals play a critical role in travel decisions, Brandmint conducted multiple photo and video shoots across FLX Retreats’ properties. These shoots captured the character, setting, and experience of each accommodation, providing authentic assets that now power the website, marketing materials, and ongoing brand storytelling.
Graphic Design.
As part of the FLX Retreats brand rollout, Brandmint designed a custom illustrated treehouse map for the Seneca Lake property. The map was created to guide guests through the enchanting landscape, highlighting each secluded treehouse, cozy pathways, and nearby scenic spots. This piece blended function with storytelling, reinforcing the sense of discovery and whimsy that defines the FLX Retreats experience while enhancing the guest journey before arrival.
Impact.
- Active users increased from 1,400 to 6,600 in the two months following launch
- Organic traffic grew by 8%, signaling improved discoverability
- Eight bookings secured across two lakefront properties within the first two months of launch
- A robust library of professional photography now supports marketing across all channels
Client Review
They really took the time to understand our vision.
“Working with Brandmint on the FLX Retreats rebrand was such a great experience. They really took the time to understand our vision and helped us evolve from a treehouse-focused concept into a full destination brand that feels true to who we are, with room to grow in the future. Our new identity perfectly captures the sense of Whimsy, Wonder, and Adventure we want our guests to feel, and the website redesign makes it so easy for people to explore all of our unique accommodations. From the custom illustrated map to the beautiful photo and video content, every detail feels intentional and elevated. Thanks to their creativity and thoughtful strategy, we’ve seen a big boost in traffic and bookings. We are committed to keeping this partnership strong as Brandmint has proven to be an invaluable partner to us. We couldn’t be happier with the results!”
FLX Retreats
Finger Lakes, NY