Crafting a Brand Mythology: How BRC Imagination Arts Transformed Great Wolf Lodge

By Matthew Solari, VP Creative & Story and Kat Reinbold, Senior Creative Producer at BRC Imagination Arts

Successful family destinations have one thing in common: a powerful mythology that captures the imagination and creates an emotional bond with guests. For Great Wolf Lodge, the largest chain of family resorts in North America, this mythology had grown fragmented over the years. Originally inspired by the rustic charm of the Northwoods, the brand’s organic growth had led to a patchwork of themes, stories, and experiences. When the company embarked on a major expansion in 2021, they turned to BRC Imagination Arts to unify their brand and craft a new mythology that would guide its future.

Building a Pack with Purpose

A compelling mythology begins with compelling characters. For Great Wolf Lodge, this meant reimagining the Great Wolf Pack to reflect the dreams, challenges, and aspirations of today’s kids. Drawing on developmental psychology, each character was given unique strengths and relatable flaws, reflecting the themes of self-discovery, belonging, and collaboration in ways that would resonate with today’s tweens.

At the core of this refreshed mythology is the message that the pack is stronger together—and that everyone has something meaningful to contribute. This philosophy inspired The Legend of Luna, the first in a series of fables designed to unite the brand’s storytelling across generations.

The story begins with Violet Wolf, one of the reimagined characters, feeling unsure of her place in the world. Her grandmother, noticing her quietness, shares the story of Luna, a young wolf from long ago who learns that her differences are her strengths. With the guidance of the Grand Mother Wolf, Luna discovers that everyone has a role to play in making the pack stronger.

This timeless tale serves as a metaphor for Great Wolf Lodge itself, reinforcing its mission to create meaningful connections and memories for families. Designed to be shared by every generation, The Legend of Luna creates an emotional touchpoint that deepens the bond between guests and the brand.

Mythology in Motion: Transforming Spaces

A mythology truly comes alive when it touches every aspect of a guest’s journey. At the new generation of Great Wolf Lodges, The Legend of Luna unfolds in the Grand Lobby, where a National Parks-inspired stone fireplace becomes the centerpiece of the experience. Through hidden technology—including projection mapping, theatrical lighting, and immersive sound—the lobby transforms into a storytelling stage, culminating in a magical snowfall that delights every member of the family.

This infrastructure, however, is not limited to a single show. It supports a range of programming throughout the day, from morning yoga to dance parties and seasonal celebrations like Howl-o-een and Winter Wonderland. And thanks to this modular design, the Legend of Luna experience can be adapted to older lodges with modest modifications, ensuring that the mythology remains consistent across the brand’s diverse portfolio.

A Unified Brand World

The new mythology extends far beyond the Grand Lobby. BRC worked with Great Wolf Lodge to infuse this story-first approach into every corner of the resort. The Adventure Park (family entertainment center) now features design elements inspired by what BRC calls “interpretive nature,” drawing directly from the world of the Great Wolf Pack. Guests enter through a magical portal, stepping into a forest where they become heroes of their own adventures.

Deeper into the resort, the Water Park has also been reimagined with visual styling inspired by the mythology and characters of the new Great Wolf narratives. These immersive spaces create a cohesive journey where every activity, from dining to play, feels connected to the brand’s storytelling foundation.

Connecting Mythology to Merchandise

A key strength of this unified mythology is its ability to connect emotional storytelling to tangible guest experiences. For instance, in The Legend of Luna, Violet’s grandmother gives her a moonstone necklace—a symbolic reminder of her individuality and strength. Guests can later discover their own moonstone while mining for gemstones at Oliver’s Mining Company (in the resort’s gift shop), turning a narrative moment into a keepsake.

This integration of IP ensures that the mythology doesn’t just entertain—it creates lasting memories that guests can carry with them. Every detail, from character-driven merchandise to themed dining experiences, reinforces the brand story and deepens the emotional connection with guests.