Greenstone

Hospitality | Lodging | Weddings

"McKensey actively manages three brands for me - all in and around the wedding and hospitality space. She has refined two brands and created one brand from scratch.

McKensey is smart. I love how her brain works - she is constantly learning the nuances of my businesses and wants to fully understand how she can make a direct impact on our success. She sees details and actually cares about how those details need to be taken care of.

McKensey is creative. I'm fully aware it's in her business name - but we all know we can call ourselves whatever we want! She is actually creative! She is an artist - like an actual artist - and applies that skill to her work in marketing. I love how she interprets my brands and I feel like I can fully trust her with my businesses.

Thank you, McKensey, for all your hard work! And I'm looking forward to all our future projects large and small."

Ashley Griffith

Greenstone is a boutique lodging and event destination on the Olympic Peninsula, designed for meaningful gatherings in nature.

Project Scope

The Opportunity

Greenstone came to MK Creative in the earliest stage of business development. The property had a strong vision, a remarkable setting, and owners with deep care for the guest experience — but many of the foundational pieces were still being defined.

This created an opportunity to build the brand from the ground up, while also helping clarify how the business would show up in the market.

The opportunity was to create a brand and marketing ecosystem that could:

Give shape to a new business before it had an established market presence
Clarify how Greenstone would be positioned across lodging, weddings, retreats, and private gatherings
Create language, visuals, and strategy that could evolve as key business details were finalized
Balance the owners’ long-term vision with what needed to be prioritized at launch
Build trust with prospective guests before the full guest experience was widely known
Establish a professional, cohesive presence from day one

The Approach

We approached the project as a true ground-up brand build. Strategy came first, with each creative decision helping define not only how Greenstone would look and sound, but how the business could be understood by future guests, couples, collaborators, and partners.

The result was a flexible brand foundation designed to support a business still taking shape — clear enough to launch with confidence, but adaptable enough to grow alongside the property.

Anchor 1

Brand Foundation

We began by defining the strategic foundation of the brand: who Greenstone is, what it stands for, who it serves, and how it should feel across every guest touchpoint.

Visual Identity

The visual identity was designed to feel timeless, grounded, and distinctive — inspired by mossy forests, natural textures, soft light, and the layered landscape of the Olympic Peninsula.

The identity system included:

Refined logo suite
Wordmark and badge marks
Color palette
Typography system
Secondary graphics
Icon direction
Brand application guidelines

We've designed spot-raised gloss business cards for a tactile and memorable experience, branded signage for on-property guest experience.

Strategic Marketing Plan

To support the launch beyond the initial brand and website, we developed a strategic marketing plan to guide Greenstone’s growth across channels.

The plan included:

Target audience research
Key messaging by offering
Channel strategy
Content pillars
12-month marketing roadmap
Core KPIs
Advertising recommendations
Budget allocation guidance
Email, SEO, social, PR, and partnership opportunities

This deliverable became the operational backbone for Greenstone’s marketing efforts — helping the owners and MK Creative make informed decisions about where to focus time, budget, and creative energy.

Website Development & Launch

We designed and developed a fully custom website experience to reflect the brand and drive conversions.

Key considerations:

Positioning Greenstone as a destination, not just accommodations
Creating a user journey that supports each target audience and offering
Balancing editorial storytelling with clear calls-to-action
Designing for mobile-first usability and SEO

Deliverables included:

Custom branded website (strategy, UX, design, build)
SEO foundation and keyword integration
Email capture and marketing integrations

The result is a website that balances atmosphere with function: giving visitors a sense of place while guiding them toward the right next step.

www.greenstoneresort.com

Digital Presence & SEO

To support discoverability and launch momentum, MK Creative helped establish Greenstone’s digital presence across key platforms.

This included:

Google Business Profile setup and optimization
Apple Maps setup
Social media strategy + profile development
Content pillars and first-month planning
SEO-aligned website copy and metadata
Analytics and tracking systems

The goal was to create a consistent, searchable presence from day one so Greenstone could begin building trust, traffic, and awareness across search, social, and referral channels.

Branded Merch

As the brand came to life, we explored branded merchandise and guest-facing applications that could extend the Greenstone experience beyond the website.

Merch concepts were designed to feel useful, luxurious, and connected to the property — more like a quality keepsake from a meaningful stay than a generic souvenir.

Applications include:

Staff Uniforms
Sweatshirts
T-shirts
Robes
Drinkware
Stickers
+ more

& more to come

MK Creative continues to support Greenstone's growth through ongoing content development, website updates, campaign planning, partnership management, and creative direction.

Portfolio > Greenstone