vacasa, 2021-present

ROLES: GRAPHIC DESIGNER, ILLUSTRATOR, ART DIRECTION

PROJECT TYPE(S): LOGO & BRAND DEVELOPMENT, PHOTOGRAPHY, ILLUSTRATION

COLLABORATORS: LUKE PERKINS (art direction), AMANDA LUCAJ (design), MIKE DESART (design), TRACY TROISI (copy writing), RENEE HOOGS (creative production)

For our brand refresh and I was tasked with updating the logo and redefining our in-home brand experience. After a summer of iterations, feedback, and testing, I produced a more balanced, re-proportioned logo.

From here, my collaborators evolved our brand color palette, refined our typography and icon library, established guidelines, and built out a design system to keep us all in sync. With these elements locked in place, I set out to redesign the in-home materials that thousands of guests interact with daily. This included interior and exterior signage, rules and way-finding, maintenance and housekeeping materials and uniforms, guest touch points, and our informational brochure.

Photo credits: images 1-3 – Rico Castillero / images 4-6, 8-12 – Stacy Keck / image 7 – Renee Hoogs / image 13 – Luke Perkins

Art direction: Austin Smoldt-Sáenz / Content production: Renee Hoogs

In early 2022, I set out to cement our illustration style, focusing in our first phase primarily on the vast architectural styles and landscapes of our homes. These came to life in GIFs and stickers used on Instagram, Slack, marketing emails, and internal presentations, as well as employee and customer shirts, stickers, and merch. The GIFs recently surpassed 1 million views on Giphy.