Creating a Signature Brand Experience at Summer House
Our favourite kinds of projects are those in which we get to build a longterm relationship with our clients, and our work with Summer House is a perfect example of that.
It all began in 2019, over three years ago at this point. We developed the brand strategy, creative direction and design for this not-yet-open boutique rental property that was set to welcome guests on the shores of Lake Huron in Southampton, Ontario the following spring, helping to build out a few basic assets beyond the core identity, as well as the overall social media presence and brand launch.
It’s no secret that I love a good multi-faceted, 360° brand experience. And rental properties, especially those that offer a luxury, boutique brand experience, are the perfect place to put this into play. Not only does the design of the space itself serve as a physical extension of the brand, but there are endless opportunities for additional touchpoints that help create a signature brand experience and elevate it to the next level.
So because we worked closely with the owners of Summer House to not only design the core brand identity for the AirBnb property, but also to develop a collection of branded collateral pieces that will add to the experience and help tell the story, I thought I would share those with you.
Brand Collateral Idea No. 01
Branded Coasters and Matchboxes
When we first designed the Summer House brand, we immediately highlighted two opportunities to do just that, taking a cue from the masters of crafting experiential brands: hotels and restaurants. These first two brand collateral items were custom designed, branded matchboxes and coasters, the perfect thing to add a cute-yet-functional touch to the space. Not only that, but they also serve as great takeaway pieces. Guests are urged to bring them home with them, thus taking a little piece of the Summer House brand experience with them.
BRAND COLLATERAL IDEA NO. 02
Welcome Newspaper
When Summer House owners Hayley and Cam told me they wanted to do an illustrated map, I jumped at the idea. I love physical takeaways as part of a branded experience, especially in today’s digitally-centered age, and I felt like this was the perfect opportunity to do something a little different and build on the brand story in a unique way.
For Hayley and Cam, the Summer House is the realization of a dream they’ve had and also a nod to their shared history growing up in the area. Since Southampton and the surrounding area is so special to them, they knew they wanted to include an illustrated map of all their favourite local gems and activities to share with guests, giving them this VIP access through the eyes of the owners, which I think is brilliant. It’s personal, it’s tied to their story, and it adds to the overall brand experience, because it adds value to the stay.
Plus, an illustrated map folded into a beautifully designed newspaper? Yes, please!
We worked with illustrator Erica Catherine to bring the idea of the local map to life, and she took our vision and created something that felt so special and unique to the Summer House brand, while continuing to build out what that brand can be.
She took Hayley and Cam’s local spots and created a little illustration for each, tying in the brand colours (of course!), while also infusing her signature, whimsical style into each and every one and mapping it all out so that guests could follow along and go on a little local tour of their own. We then added in the graphic elements and an overview down below with names and addresses, so each spot was easily found, et voila! A signature map for Summer House.
BRAND COLLATERAL IDEA NO. 03
Brand Illustrations and Animated GIFs
Because we had already worked with Erica to build out a suite of custom brand illustrations for the Summer House map already, I had the idea to take those a little further and create a set of custom animated GIFs for the brand that could be used on Instagram stories and elsewhere.
Guests can now post these on their Instagram stories when they’re visiting (and others based on the core branding) by searching ‘visitsummerhouse’ in under GIFs and stickers. You can see the entire collection of branded GIFs here as well, and I’m sure this is just the beginning of what we’ll be able to do with these animated assets.
How fun are they?!
Inspired?
Interested in custom branded design solutions for your brand, or to take your brand experience to the next level through signature brand collateral? We would love to chat more and help you take your brand to the next level.