The La Relajada Project
An owner of an investment property in the Palm Springs area of the California desert engaged me to create the whole enchilada: brand strategy, property name, visual identity, copywriting, art direction and photography, website design and build, and development of the digital guest welcome kit, to elevate the property amongst the many long-term rental properties and attract a high-end client looking for luxury with a home-away-from-home sensibility.
The property is located in The Citrus Club in La Quinta, a private and exclusive resort area in which many celebrities have a vacation home. One of the things that makes this property different is that it enjoys a privacy that others on the golf course do not, rendering it a peaceful and quiet destination inclusive of everything a guest might need—we wanted to balance this secluded privacy with the light and open feel of the interiors.
“In turnkey fashion, she articulated what we were thinking and took us from concept to active interest on our beautiful website. Candice has a special gift with color and design.“
We considered the core values of warmth, luxury and ease and named the property "La Relajada" ("relaxed" in Spanish). This and the typeface used in the logomark pay homage to the Mexican heritage of the area. The color palette echoes pool water and awning stripes, the latter of which we interpreted quite literally for website and digital book applications. The private gardens and dipping pool are a highlight of the property--the foliage in the logomark convey the lush nature of this space.
We considered the needs of the guests to feel relaxed in their privacy and employed a voice that is both friendly and upscale. The result is all sunshiny luxe.
What did the client have to say?
”Where to begin? Even more crucial, where would we be without the creativity, guidance and execution from Smitten Creative?
We had the idea and funding for an investment but no industry knowledge on a creative way to name it, develop a brand or market it to give it the energy to succeed in today’s competitive marketplace of luxe vacation rentals.
Candice was able to quickly and efficiently develop a name and brand that suits every aspect of what we were hoping for. In turnkey fashion, she articulated what we were thinking and took us from concept to active interest on our beautiful website. Candice has a special gift with color and design. Her personal direction in our photography was mind blowing...and oh how we love what she did. Brokers we’ve shown have said “amazing”, “gorgeous photography”, “classy” and “brings you right into the space”.
How might I help you?
LET’S SEE WHAT WE CAN DO TOGETHER