BRAND REDESIGN & EXPANSION

Brand Revitalization and Expansion for McCarthy River Tours

McCarthy River Tours was ready to update its long time branding into a fresh, clean look, and integrate it into a new exciting family of destination McCarthy Alaska brands. We knew exactly how to help.

CLIENT CHALLENGE

Redesign and integrate an existing brand, with a new family of brands, and build 2 websites to showcase it all.

McCarthy River Tours (MRT) wanted to completely redesign its 7 year old workhorse website into a fresh, modern, super fast, mobile-first experience that showcased the rich media images of Alaska wilderness adventures, was fully optimized for SEO, and included high impact updated content designed to engage and convert visitors through their customer journey. In addition, MRT had expanded into a family of new brands with a lodge, campground, restaurant, and destination management company. They wanted an all new destination website and family of brands to tell that expanded story and integrate closely with its flagship adventure company, McCarthy River Tours.

“The pieces of creating our new websites were both challenging and rewarding. Growing our business and integrating our offerings’ different aspects was exciting and daunting. My biggest challenge was overcoming my perfectionist drive and working through the process. Liquid Spark did a great job at trying to keep me on track while I was finding all sorts of others things to distract me. I’m excited to see our concept come to reality and continue growing our brand and offerings.”
Nik Merlino, President of McCarthy River Tours

THE SOLUTIONS

What We Did

Unified Brand System

Expanded MRT’s original brand into a full “Explore McCarthy” family with complementary logos, colors, and narratives.

Dual-Site Web Architecture

Built two custom WordPress websites tailored for distinct goals—one for flagship adventures, one as a DMO-style destination hub.

Media-Driven Experience

Structured both sites around high-impact images and storytelling that immerses users in the Alaskan wilderness experience.

Performance Optimization

Prioritized mobile-first design, SEO best practices, and speed performance to enhance both search visibility and visitor engagement.

Scalable Growth Framework

Future-proofed the entire brand ecosystem to easily support expansion, seasonal updates, and new service offerings.

Conversion-Focused Analytics Setup

We implemented robust analytics tracking across both sites, ensuring visitor behavior, conversion paths, and brand engagement could be measured.

THE RESULTS

A New Look & Feel

All-New Destination Website

We leveraged our deep understanding of MRT’s brand and ethos, to create a complimentary DMO website fully optimized for SEO and content, that tells the bigger story of McCarthy Alaska vacations.

Redesigned All New MRT Website

We super-charged MRT with a fresh design showcasing their Alaska tours with fully integrated new branding. Expert SEO & content optimization finished out this high performance new website.

Fresh New Family of Brands

We created a full branding package with logos, color palettes, fonts, & brand voice for MRT and its new Explore McCarthy family of brands -grill, campground, lodge, & DMC.

HELPFUL RESOURCES

See How Adventure Tourism Benefits From Web & Development Design Done Right