Running a seasonal retail and food service business on Stony Lake meant creating more than just a place to shop. It was about building an inviting brand people wanted to be a part of, and a true hub for the lake community. As Proprietor from 2021-2023, my business partner and I treated the store as our canvas, building a visual identity tailored to the lake community. I designed and merchandised our custom apparel and soft goods, curated the food and beverage menu, and styled the physical space to create an atmosphere that matched the community energy. That brand story translated naturally into our social channels, keeping our audience involved and growing a loyal base of over 500 active customer accounts.

From visual merchandising to marketing to the daily realities of managing staff and balancing inventory, the experience was all about pairing creative direction with organized systems. All while keeping our mission at the forefront: creating a space people wanted to come back to every day.