Williams Bay Tourism

Complete Destination Marketing Branding and Website


Williams Bay, Wisconsin is nestled along the “quiet side” of the famous tourism destination, Lake Geneva. The local business association recognized it was time to launch a destination marketing entity to help promote the community’s charming downtown businesses and the growing popularity of Yerkes Observatory

The challenge was creating a tourism entity that would promote the community without overwhelming it. Starting from scratch isn’t easy. The business association reached out to Signalfire to help with the branding, website, and initial marketing of their unnamed tourism entity.

  • Branding
  • Website Design
  • Social Media
  • Photography/Video
  • Print Marketing
  • Strategic Planning
Williams Bay old logo

Old Logo

Williams Bay Logo

New Logo


Signalfire was fortunate that Williams Bay conducted a community sentiment survey just before starting the branding process. Folding that data in with a branding workshop with community leaders provided a solid creative foundation. Starting with stylescapes or mood boards to capture the community vibe and then designing logos—Discover Williams Bay was born. 

The website was designed and built to feature members and promote local events. Collaboration with the community made listing members and the events easy. Soon after website launch, Signalfire also assisted with social media management and a summer photo/video shoot.

The end result has been a brand that “just feels right” for the community and a complete set of marketing tools in place to allow for promoting their yearly events.

Williams Bay print ad
Williams Bay business card
Williams Bay letterhead
Williams Bay social
Williams Bay website
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The Signalfie team was a pleasure to work with, especially in regard to their Banding and Marketing efforts in a very professional and timely manner.

Jim D’Alessandro, Discover Williams Bay

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