A New Look for Starved Rock Lodge

June 16, 2015

Starved Rock Lodge & Conference Center near Utica recently unveiled a new website and a new logo.

“The need for a responsive website was urgent. More people are looking at our website on mobile phones and tablets so we needed an easy-to-navigate site that looked good on all platforms,” said Lodge CEO/President, Amy Trimble.

The Lodge chose Web 312 of Chicago to take on the task of redesigning and reformatting the new look for both the Lodge (starvedrocklodge.com) and park sites (starvedrockstatepark.org).

“Designing a new logo and tag line for Starved Rock is more than just creating a new brand for the business, it’s putting my signature on it, developing a strategy for the type of experience I want every customer to have when they visit the Lodge,” explained Trimble.

Trimble said she recognized the need for a new logo when she took over as the Lodge’s new owner/CEO in January of this year. She had worked for the Lodge as a consultant before assuming her new role as owner.

“While the old logo was pretty, I wanted something that stood out and screamed Starved Rock,” she said.

Along with that came a new brand identity and tag line created by Bob Dion of Davis Harrison & Dion: “Starved Rock Lodge … where the past is always present.”

Trimble explained the new brand represents not only the Lodge’s history crafted by the Civilian Conservation Corps (CCC) in the 1930s or its honored status on the National Register of Historic Places, but it also means the past is most powerfully present in the warm, old-fashioned hospitality that has never gone out of style at Starved Rock Lodge.

Most importantly, Trimble said she wants the new brand to be seen in the smiling faces of the more than 200 employees that make up one of the largest work forces in La Salle County.