For this project, I was tasked with developing a brand identity for Xplorie, a company transitioning from a behind-the-scenes white-label provider to a consumer-facing brand poised to redefine the vacation experience. Xplorie is a dynamic, family-friendly company focused on reimagining how travelers experience their stays in vacation rentals. At its core, Xplorie offers curated activity packages to property managers, enabling them to enhance the guest experience and provide added value. This strategic offering helps property managers stand out from their competitors, drive higher occupancy, and increase average daily rates. Xplorie is dedicated to thinking outside the box, ensuring that every vacation is an unforgettable experience for its customers. 

To Create a brand for Xplorie, I had to define the company's identity, visual design, and messaging to effectively communicate its value proposition to customers:

• Target audience: property managers, vacation rental guests, Activity Providers
• Property/vacation rental manager needs: to stand out from each other and other forms of lodging such as  Hotels, resorts, Rv parks etc. They need to emphasize their strength of professional property management in conjunction with providing a home space and attracting travelers with inclusive offers. 
• Activity Provider Needs: To see Xplorie as an additional marketing channel to get in front of travelers early in their shopping phase.
• Guest/Traveler Needs: To find accommodations that offer more than just a place to sleep
• Identify Xplorie’s Unique Selling Proposition (USP): Xplorie offers unique, curated activity packages that enhance the guest experience, helping property managers differentiate themselves.
• Define Brand Goals and Vision: Increase brand awareness, Expand market share, and establish Xplorie as a leader in vacation rental guest experiences.

• Brand Mission:   Xplorie powers connections between hospitality brands and the best local activities to create unforgettable guest experiences. Our brand identity speaks to the unique value we provide to not only our lodging and activity partners but to ultimately our end user, the guests. We are a trusted resource for our partners – a resource that builds their revenue through creating fun lifetime memories for guests. Our brand guidelines exist to create a reflection of the positive outcomes we facilitate for partners and guests.
  At Xplorie our mission is to empower our partners in delivering unforgettable experiences to their guests. We serve as a trusted resource, driving revenue growth by facilitating unique, destination-based experiences that create lifelong memories. Our goal is to ensure guests return year after year, attracted by the exceptional value our partnership provides. 
• Brand Values: Fun . Innovative . Bold . Trusted
• Brand Personality: Playful and fun, approachable, lively, and enthusiastic.

• Logo Design:   The logo embodies the core values of the brand and stands out in the vacation rental and travel industries. Simple yet memorable, with elements that suggest adventure, fun, or exploration. 
• Color Palette:  The color palette aligns with the brand’s personality. For Xplorie, vibrant oranges, greens and blues evoke a sense of energy, fun, and outdoor experiences.
• Typography: modern, clean, and legible. For a fun and approachable brand like Xplorie, use rounded, sans-serif fonts that feel friendly and welcoming. 
• Imagery Style:  Our photography selection is based on the fun activities and destinations we promote, people in the moment. Images should be bright, colorful, and flooded with our key brand colors: blue, green, and orange.
  Imagery should convey happiness, excitement, and joy – leaving viewers feeling connected to Xplorie on a personal level. Unless a photo represents a specific location, photos should always feature people engaging in an activity. Lean towards showing people in the moment: think of selfies, POV shots of destinations, and landscapes. 

• Tagline: Original tagline "Where fun is free", evolved Tagline "Guest experience reimagined"
• Key Messaging: Crafted messaging for various touchpoints (website, social media, marketing materials). Ensure the tone is consistent and speaks directly to Xplorie’s target audiences: property managers and vacationers. Emphasize the benefits of adding activity packages and how they improve the guest experience and occupancy.
• Elevator Pitch: “Xplorie reimagines the guest experience by offering curated activity packages to vacation rental managers. We help you stand out from the competition and create unforgettable stays for your guests.”

• Tone of Voice: Friendly, enthusiastic, and conversational, reflecting the family-friendly, fun aspect of the company.

• Website Design: Clearly communicate Xplorie’s services (activity packages), benefits for property managers, and provide easy access to product offerings. It should also include client testimonials, case studies, and contact details for inquiries.
• Social Media Strategy: Establish a social media presence. Share content that showcases the guest experience, highlights activities available, and connects with both property managers and travelers. Consistent, branded posts will help build awareness and engagement.
• Content Marketing: Blog or content hub where Xplorie can share tips on vacation planning, fun activities for families, and success stories from property managers who have used Xplorie’s packages.

• Brochures and Flyers: Print/Digital materials for property managers, showcasing the value of adding Xplorie activity packages to their offerings. These materials should be visually aligned with the brand and clearly communicate the benefits.
• Email Campaigns: Email marketing campaigns targeted at property managers, offering promotions, updates on new activities, or insights into increasing occupancy with Xplorie’s services.

• Internal Launch: Before launching publicly, align the internal team with the brand’s vision, values, and voice. Ensure that everyone at Xplorie understands and embodies the new brand identity.
• External Launch: Introduce the new brand to the market through an integrated campaign that includes press releases, social media announcements, email marketing, and targeted ads. 
• Partnerships and Collaborations: Build relationships with key players in the vacation rental and hospitality industries to expand reach and grow Xplorie’s visibility.

• Monitor Feedback: Collect feedback from property managers and customers to ensure that the brand is resonating with the target audience and that it is delivering on its promises.
• Adjust and Refine: As Xplorie grows and evolves, regularly assess how the brand is performing and refine elements such as messaging, visual identity, and offerings to stay relevant and competitive in the market.

For this project, I was tasked with developing a logo for Salty Beach Vacation Rentals, a project management company based out of St. Augustine Florida. 

• Discovery meeting
• Research on like names
• 1 full spread of logo options with up to 3 rounds of revisions (any revisions after the first 3 will require a new project brief.) 
• Final logo will be provided - square, full, and text layouts along with color pallet

Create a unique and timeless logo based on conversations and photos to stand out in the vacation rental industry.

Likes:  -waves – saltwater – beachy vibes – mermaids – sand – beach chair

Dislikes: coastal realty logo, St Augustine Ocean and racquet, local go-to suns and palm trees

Colors: Aqua and Sand, open to any color pallet

Companies with similar names:

• Salty Beach Vacation rentals - No matches found
• Salty Beach Vacations - Travel website
• Salty Beach Rentals - One Facebook page matches this name but uses the Holiday Surf & Racquet Club website located in Destin, FL. No Logo
• Salty Vacation Rentals - North Myrtle Beach, SC https://www.saltyvacationrentals.com/  dated website and logo, simple booking engine, uses palm tree for favicon
• Salty Life Vacation Rentals - Panama City Beach, FL https://saltylifevacationrentals.com/  nice clean website, good color pallet – simple booking engine powered by scapia