I've started with fully inspecting the project and talking to my collegues at Urbanica who created it, researched the character of the place, its distinctive features and community.
After all this, it became clear that three major pillars of the brand will be: searching for something new, new knowledge, perception of place/things. Based on this the concept arised with its main slogan «Gumlokt resort. Find it. Discover it. Feel it.» — which represents uniqueness, identity, search of your own self and new places, breathtaking sights, mountains, legends.
After that I've worked out a number of sub-slogans for posters, taking ideas from the main one and describing hte character of the place, such as: «Find yourself», «Learn the legend», «Find harmony» and others. Posters are made out of photographs by Urbanica collegue, showing the sights of Gumlokt. You can see them below.