The Brix

Elevated Stays

Visual Identity

Creative Brief

Project Overview: The Brix Elevated Stays is a premier vacation rental business in Duluth, Minnesota, catering to higher-income families seeking exceptional accommodations. This project aims to create a sophisticated and inviting visual identity that reflects the quality and elegance of the properties, appealing to discerning families from the Twin Cities and surrounding suburban areas.

Target Audience: Higher-income families, typically professionals or business owners aged 30-55, who prioritize comfort and quality in their travel accommodations.

Psychographics: Families looking for upscale vacation experiences that mirror or exceed the comfort and quality of their own homes. They value excellent service, beautiful surroundings, and memorable experiences.

Design Inspiration: The branding should evoke a sense of luxury, comfort, and a connection to the natural beauty of Duluth. Elements that reflect the local landscape, such as lakes, forests, and the area's vibrant culture, should be incorporated to create a sense of place. The design should convey an elevated experience with a modern and clean aesthetic.

Tone of Voice: Sophisticated, Welcoming, Luxurious, Family-oriented, and Professional.

Market Positioning

Competitors: Other vacation rental businesses in Duluth and hotels and resorts targeting similar demographics.

Unique Selling Proposition: The Brix Elevated Stays offers high-quality, fully equipped vacation homes that provide a seamless blend of luxury, comfort, and the local charm of Duluth. Each property is designed to feel like a home away from home, with attention to detail and exceptional service.

Design Objectives

Develop a Distinct Visual Identity: Create a logo and branding elements that reflect the upscale nature of the vacation rentals, incorporating a modern design that appeals to the target audience.

Highlight Quality and Comfort: Use imagery and design elements that emphasize the luxurious amenities and comfort of the properties, showcasing them as ideal family retreats.

Create Engaging Marketing Materials: Design brochures, a website, and social media assets that effectively communicate the brand’s values and attract potential guests.