Brand Strategy | Brand Positioning | Brand Identity | Marketing Design
My Role
Brand Designer
Led the brand strategy, positioning and visual identity refresh, extending the new direction across guest experience, signage, marketing collateral and supporting brand applications.
The Context
The Hidden Gem was a boutique Airbnb accommodation in Pāpāmoa, offering a private, self-contained retreat just a short walk from the beach and local amenities. While the property had built a strong reputation for its privacy, cleanliness and personalised hospitality, its existing branding and messaging attracted a broad range of guests. As competition within the local Airbnb market increased, there was an opportunity to create a more distinctive identity that better reflected the experience and attracted guests who valued comfort, privacy and quality.
The Opportunity
To reposition The Hidden Gem as a peaceful, premium coastal retreat with a stronger sense of character and a more clearly defined audience. The focus was on differentiating the property from typical holiday accommodation, elevating the guest experience, and creating a cohesive brand system that could support repeat stays and direct bookings.
What I did
Conducted competitor and category research to identify opportunities for differentiation within the local accommodation market
Refined the brand positioning around privacy, peaceful coastal living and a thoughtful guest experience
Developed the tagline “A private retreat, moments from the coast”
Refreshed the visual identity with a sophisticated coastal and garden-inspired colour palette and refined typography
Developed a flexible visual system incorporating organic curves, arches and patterns inspired by the surrounding landscape
Established a photography direction focused on natural light, soft colour and the relationship between the garden, property and coast
Revised guest facing messaging and content to better communicate the experience and attract the right audience
Designed key guest materials including the welcome guide, house rules and returning guest postcard
Extended the brand across physical guest touchpoints including arrival signage, guest gifts and in room items
Created brand guidelines to support consistent application and future brand development
Outcome
A more distinctive and premium brand experience that shifts the perception of The Hidden Gem from holiday accommodation to a considered private coastal retreat. The refreshed identity brings together the property's garden setting, coastal location and guest experience, while clearer messaging helps communicate its point of difference and intended audience. A cohesive suite of guest touchpoints creates a more connected experience from arrival through to departure, with returning guest and direct-booking materials providing a foundation for ongoing guest loyalty.