218 s 2nd street, milwaukee wi 53204•414.750.7298•info@bcobranding.com

Modern hotel room at Ashore with a large bed, TV, sitting area, and ocean-view balcony. Neutral tones, wood flooring, and beach-inspired decor create a relaxing atmosphere ideal for branding a beach resort in Ocean City.
Resorts & Lodges

Ashore


Ocean City's Only True Beach Resort

THE CHALLENGE

For generations, families and friends have flocked to Ocean City’s natural beaches and humming boardwalk activities. But for all the summertime magic this place offers, it was missing a true exclusive and sophisticated resort for people who aren’t on vacation until they are Ashore.

See The Story

What We Delivered

  • Apparel Design
  • Brand Development
  • Brand Experience Consulting
  • Copywriting
  • Name Development
  • Photography Art Direction
  • Printed Collateral
  • Visual Identity
Waves gently wash onto a sandy beach. In the center, large text reads ASHORE, with smaller text below: RESORT & BEACH CLUB. This serene image is part of Branding a Beach Resort in Ocean City by B&Co., evoking a calm, natural atmosphere that invites relaxation.

Whether you’re chasing a past feeling or finding a future you, memories are made by living in the moment.

ASHORE

Ashore Resort and Beach Club is a departure from anything present in Ocean City when a beach vacation is a need, not a want. It’s a true natural resort experience exclusive to those who take pride in making their own path, fun and memories.

Two women relax ashore on a sandy beach, one seated on a patterned blanket, gazing off, the other reading a book with snacks and a drink nearby. Both wear sunglasses and casual summer outfits—an ideal scene that captures the effortless, style-inspiring approach to branding a beach resort in Ocean City.
A beige drawstring bag labeled ASHORE and a straw hat hang from wall hooks, evoking relaxed elegance. Nearby, a green monstera leaf stands in a cylindrical vase. The light-colored wall, finished with white wainscoting, perfectly captures a signature blend of coastal charm and a sophisticated brand experience.

Creating a sophisticated resort in a market filled with lackluster and uninspiring options.

Ocean City was a sea of quirky motels and standard branded lodging. Ashore Resort and Beach Club is the realization of an investor group that saw potential in an outdated property. With a vision for sophisticated simplicity, we set out to work on both a brand and a building that exuded refined energy. We captured the balance of an elevated identity and an easygoing vibe that appeals to a slightly more mature guest who still knows how to have fun in the sun.

A collage of branding materials designed by B&Co., featuring a woman photographing at the beach, color palettes, text about the brand narrative, and coastal imagery—all in muted sandy and blue tones—illustrates the essence of Ashore.

Make Memories by Living in Them

SOPHISTICATED SIMPLE

Soft, natural-toned photos inspired by Ashore’s natural surroundings and landscapes subtly capture people enjoying the shore, tying together the resort and beach club positioning.

The typography used in the design imitates the shape and movement of a shoreline, with the letters designed to evoke the rolling waves. The logo conveys the impression of sand slowly seeping through and eroding the edges over time. When viewed in its entirety, the visual identity has a relaxed and effortless vibe… just like the guest’s stay.

A black apron with brown straps and a round logo hangs against a dark background, with the text TIDE ROOM in elegant white letters, reflecting the refined aesthetic of Branding a Beach Resort in Ocean City by B&Co.
Elegant restaurant featuring curved beige banquettes, round wooden tables set with glasses and napkins, soft lighting, lamps, and curtains that divide the seating areas. Inspired by the Ashore branding of a beach resort in Ocean City, the space includes a sophisticated bar with stools and shelves visible in the background.
Two striped beach chairs and a blue umbrella labeled ASHORE face the ocean on a sandy beach at sunset, with sunlight reflecting on the calm water—an inviting scene.

TIDE ROOM

B&Co. designed a new visual identity for Tide Room, Ashore’s main food and beverage outlet. The restaurant serves casual East Coast cuisine and boasts a breathtaking ambiance with stunning views of the Atlantic. Our approach was to create a sophisticated and welcoming brand for this three-meal restaurant, focusing on themes of “water and locality.”

WAHOO BEACH CLUB

We developed a brand for a seasonal beachfront bar that embodies the true essence of a beach resort, naming it “Wahoo” as a playful reference to the sea. The bar offers guests a lighthearted experience with a menu of grilled American classics, refreshing summertime drinks, and sun-soaked playlists that perfectly complement the beach vibes.

THE SHORE DECK

What was once an awkward, outdated indoor pool area has been reimagined. The new space, named ‘The Shore Deck,’ offers a relaxed gathering place for guests. With soaring glass ceilings and open doors that lead to the Atlantic, the ambiance is breezy and elevated. Guests can indulge in light bites and beverages while playing tabletop games or watching movies on their laptops.
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