Nature never felt so good at Reflections Holiday Parks
One sample. Then thirty-seven parks.
Reflections Holiday Parks sit next to some of the most iconic beaches and inland lakes across New South Wales. The parks are breathtaking, with nature at the centre of everything they do. Their tagline says it all: Life’s better outside.
When their marketing team came to us, they were frustrated with the creative output from their existing agency. The work was, to put it plainly, ugly. Nobody on the team was happy with it, and it wasn’t doing the parks justice.
Rather than pitching a massive project, we started with a single sample flyer at a set cost. One design to prove we could do the job. That sample became the template for all 37 parks.
Project by Martin Sully, Snapper Studio
We helped shift their mentality towards nature in an important step towards who the brand is today.
Reflections Holiday Parks Branding Case Study
In mid-2018, Snapper Studio were engaged to put together creative flyer concepts for all their parks. And, with 37 parks in total, this took a lot of preparation and coordinating.
Piecing information together and presenting it in a neat, easily digestible format and leaving space for park staff to write important information on them.
Read more of the case study
Designing for extremes
Each of the 37 parks is different. Some are small coastal campsites with a handful of facilities. Others are large, full-service destinations with pools, boat ramps, playgrounds and camp kitchens. The informational flyers needed to work for all of them.
The back of each flyer carried between 5 and 20 icons detailing the park’s facilities, with space on the front for staff to write key information for guests. That’s a huge range of content density to manage across a single template.
Our approach was to design for the extremes first. We picked the parks with the least and the most information, and built a template that looked clean and intentional even when content was sparse, but remained easy to navigate when it was packed full. If it worked at both ends, it would work everywhere in between.
The system was also built to flex. If a park expanded its facilities or a new campground opened, the template could absorb the change without a redesign. That kind of modularity was essential for a network of 37 sites that was always evolving.
Logos you can read at 60km/h
Every park had its own logo under the Reflections brand. As the relationship grew and trust deepened, the team asked us to look at a problem they’d been living with: the individual park names beneath the main Reflections logo were set in a weight that was too thin. At small sizes, on signage, and especially when you were driving past a campsite entrance, the park name was hard to read.
The fix was simple but it mattered. We increased the font weight of the park names so they held up at distance and at speed. A small typographic adjustment that improved legibility across every single park in the network.
Life’s better outside. So put the team outside.
Reflections needed team photos across their internal and external-facing materials. The instinct for most organisations is to shoot staff against a neutral office background. But for a brand whose entire identity is built around nature and the outdoors, that made no sense.
We directed all team photography to be shot outside. In the parks. In the landscapes. In the environment that defines the brand. If your tagline is “Life’s better outside,” your team photos should prove it.
That creative direction has been followed for over six years. Reflections have since undergone a full rebrand with another agency, but the photography approach we established still holds. When a strategic decision outlasts your involvement by half a decade, it tells you it was the right call.
Creating an identity for the Rewards Club
As trust in the relationship grew, the Reflections marketing team brought us a new challenge: they were launching a loyalty programme and it needed its own visual identity. Not a separate logo, but a distinct look and feel that sat naturally within the existing brand guidelines.
We presented four initial concepts, each exploring different ways to represent the club across membership cards and social media. The feedback revealed something we hadn’t expected. Reflections’ own research was showing that since the broader rebrand, the brand had lost some of its natural and community feel. Guests weren’t connecting with it the way they had before.
That insight reshaped the direction. Rather than simply designing a badge, we explored the relationship between nature and the rewards club identity. We pulled two leaves from the original floral logo and modified them into an abstract heart, paired with the line “giving back’s in our nature.” The concept evolved through a second round of developments, incorporating greens and leafy elements to bring warmth and community back into the visual language.
The rewards club identity then rolled out across a full collateral suite: membership cards, a welcome mail pack (letter, DL envelope, double-sided flyer and tri-fold brochure), email templates, pull-up banners, outdoor flags, posters and point-of-sale materials. Concept mock-ups were taken to an all-staff conference to build internal excitement before the public launch.
As Crown Lands managers, Reflections were required to follow strict procurement procedures and obtain three competitive quotes for the project. We won the work on the strength of pricing, commitment to timeline and the quality of our initial concepts.
What the team said
“Martin has been a great asset to our team, working with us on several large design projects, producing some fantastic work. He is patient and accommodating to ensure the desired result is achieved and also efficient, working quickly to produce a high quality design, often to meet tight deadlines.”
Amanda Cartwright, Former Marketing Communications Coordinator, Reflections Holiday Parks
What we delivered
Double-sided informational flyers across 37 parks, logo legibility improvements across the park network, team photography direction, adverts, trade show signage design, rewards club visual identity and full collateral suite (membership cards, mail pack, email templates, banners, flags, posters and point-of-sale materials).
Sit back and enjoy the gallery
"Martin has been a great asset to our team, working with us on several large design projects, producing some fantastic work. He is patient, efficient and accommodating to ensure the desired result is achieved. He works quickly to produce high-quality designs, often to meet tight deadlines."
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