Client / Wells Gray Golf & RV Resort · March 2026
Website Redesign
Intelligence Report
Brand extraction · Competitor analysis · Differentiation maps · Strategy · Design system
Brand Snapshot
Extracted from wellsgrayresort.caCompany
Wells Gray Golf & RV Resort
Industry
Glamping / RV resort / Golf / Seasonal community
Location
6624 Clearwater Valley Rd, Clearwater BC — inside Wells Gray Provincial Park
Brand Color
Dark forest green (logo)
Existing Fonts
WordPress/Elementor defaults — no identity
Tone
Warm, grounded, community-forward, family-friendly
Core Message
Creekside camping + glamping + golf + private lake + sauna inside a BC wilderness park
Key Differentiator
Seasonal Village — "Not just a campground, a culture." No competitive equivalent.
Site Architecture
Pages rebuilt in this project| Page | Route | Priority |
|---|---|---|
| Home | / | Critical |
| Stay (Accommodations) | /stay | Critical |
| Play (Activities) | /play | Critical |
| Explore (Wells Gray Park) | /explore | High |
| Seasonal Village | /seasonal-village | High |
| Venue (Weddings & Events) | /venue | High |
| Our Story | /about | High |
| Rates | /rates | High |
| Contact | /contact | High |
| Intelligence Report | /intelligence-report | Reference |
Competitor Analysis
4 competitors analyzedClayoquot Wilderness Lodge
clayoquotwildernesslodge.com · World-class luxury
Michelin 3 Keys. Editorial typography. Full-bleed photography. Zero card grids. Awards-first positioning.
Siwash Lake Wilderness Resort
siwashlake.com · Premium BC interior ranch
"Find Your Wild" positioning. Strong content but visually dated. Earthy palette. Dense layout.
Tin Poppy Retreat
tinpoppy.ca · BC off-grid cabin retreat
Good brand voice ("Far-Out. Off-Grid. World-Class."), weak execution. Simple WordPress, no differentiation.
Parksville RV Resort
parksvillervresort.ca · Mainstream BC RV park
Generic booking-widget-first layout. No emotional resonance. Sets the low bar.
Frequency Maps
Overuse patterns and gapsColor Frequency
Cream/warm white background
Top-tier sites trend warm
Forest/dark green
WG's existing brand asset
Blue accents
Overused — avoid
Bright green accents
Generic "nature = green"
Dark/atmospheric palette
Complete market gap — WG owns this
Amber/ember/firelight accent
Completely unclaimed — WG owns this
Font Frequency
Open Sans / Inter / Poppins (body)
Universal — no differentiation possible
Montserrat / Poppins (heading)
Common, generic
Cinzel (classical serif heading)
Dated
Reckless (editorial display)
Premium — only the #1 site uses it
Fraunces (warm optical serif)
Gap — unclaimed. WG choice.
Differentiation Opportunities
Dark/Atmospheric Palette
Highest ImpactEvery competitor uses a light palette. Going dark — specifically the warmth of old-growth forest at dusk, cedar and ember light — instantly separates WG from every competitor at a glance.
Amber/Ember Signature Accent
High ImpactNo competitor uses firelight tones. WG has fire pits, a wood-fired sauna, and a community culture built around gathering. Ember (#C4703A) is the signature accent waiting to be claimed.
Community Angle (Seasonal Village)
High ImpactSiwash and Clayoquot position as individual escapes. WG's "Not Just a Campground — A Culture" has zero competitive equivalent. The highest-LTV customer is the seasonal village member.
Attainable Luxury Positioning
Medium-High ImpactClayoquot is aspirational but unattainable for families. Tin Poppy is affordable but not special. WG's $40–$90/night range with golf, sauna, and a private lake is "attainable luxury" — owned by nobody.
Fraunces Typography
Medium ImpactWarm optical serif — reads like a handcrafted cabin sign AND a premium travel magazine. Nobody in BC glamping uses it. Immediate visual differentiation from every competitor in the set.
Golf + Glamping Dual Appeal
Medium ImpactHaving a 9-hole course on-site appeals to a demographic (golfers + non-golfer families) that none of the pure-glamping competitors address. Stay N Play packages are a unique conversion vehicle.
Approved Design System
Color Palette
#1C1A14
bark
Dark background (warm near-black)
#F0EAD9
parchment
Light background + text on dark
#2C4A2E
forest
Brand green — nav, logo context
#C4703A
ember
Signature CTA + accent (unclaimed in market)
#3E5C40
moss
Mid-green for cards/surfaces
#8A7F70
stone
Secondary/muted text
#6B9AAD
creek
Water/explore references only
Typography
Display / Headings
Fraunces
Fraunces — optical serif (Google Fonts). Warm, handcrafted, premium. Zero competitors use it.
Body
Plus Jakarta Sans
Plus Jakarta Sans — geometric sans, more characterful than Inter/Open Sans used by all competitors.
Aesthetic Dimensions
Temperature
8/10 warm
Warmest in competitive set. Firelight palette, cedar tones.
Contrast
7/10
Bark + parchment + ember = strong. Differentiates from Siwash's low-contrast beige.
Materiality
7/10
Subtle grain texture on dark sections. Cinematic film feel.
Geometry
3/10 angular
4px radius max. Nature is rock faces, not bubbles. Aligned with Clayoquot.
Density
5/10
Real content volume but premium breathing room. Not gallery-sparse, not packed.
Conversion Strategy
Primary
Reserve a stay
Book overnight accommodation — dome, cabin, RV, or tent. CTAs throughout all pages.
Secondary
Join Seasonal Village waitlist
Highest LTV conversion. Dedicated page + waitlist form.
Tertiary
Inquire about venue
Weddings and events. Contact form with subject selector.