Brand Strategy, Brand Identity Design
A luxury brand elevates Nashville's short-term rental market.
Legacy Hospitality is a short-term rental property company in Nashville, TN. The owner of several properties in Nashville, founder and owner Shawn Huffman was seeking to elevate her brand to represent the luxury experience she offers Nashville visitors. With her primary source of bookings coming from third party sites, Shawn saw the importance of establishing her own brand alongside these systems so she could continue to grow.
Jamie worked one-on-one with Legacy Hospitality Tennessee owner, Shawn Huffman, to understand the ins and outs of the ever-changing short-term rental market in Nashville. Jamie worked with Shawn to understand what makes her homes unique and discover her audience's key motives for booking short-term rental properties in Nashville. By identifying Shawn's key message—Vacation homes should feel more like home—Jamie was able to create a complete brand messaging strategy and marketing plan for Shawn to take her brand to the next level.
Following the brand strategy phase of the project, Jamie created a brand identity system featuring a custom logo, iconography, and more. The simplicity of the logo mixed with the detailed illustrations feels uniquely southern and welcoming. The mix of illustrations and a modern serif typeface gives the brand an approachable yet sophisticated feel.