Shore Lodge is an iconic hotel that opened on the shores of Payette Lake in McCall, Idaho over 70 years ago. The property changed ownership in 2008, and with the shift, a two-fold mission became top priority: reclaim its roots as an authentic mountain lodge and generate a wider appeal among travelers.

Mountain living meets high style! Occasionally you need a place that is free from the daily grind and filled with new frontiers…literally. Smarthinking Inc. was tasked with modernizing the hotel and infusing the brand with an updated identity that could charm new audiences while embracing the loyal guests who’ve come for decades.


brand conceptualization, strategy + management / web + digital development / brand operations collateral development / identity development / advertising /  space planning / film production / copywriting