Autoarts worked with Siebkens Resort, a lively turn-of-the-century destination in Elkhart Lake, WI, to reinvigorate their brand and attract new guests. Founded by the Siebken family in 1916 after they emigrated from Germany, the resort was integral to bringing road racing to Elkhart Lake, and through the years has become a destination for Motorsport fans and legends alike (Paul Newman was a frequent guest).
The resort’s visual legacy was rooted in a wide range of gothic ‘blackletter’ typographic forms. Respecting this heritage, we worked to establish a new logo that would be recognizable, but fully custom and distinct in character.
Inspired by the new logo, Autoarts developed a suite of communications materials including the redesign of siebkens.com, resort collateral, apparel, and social content, supplemented by a comprehensive image library photographed by Autoarts documenting food, accommodations, amenities, and more.