flux branding

Poppy set Poppy set

Love Your Stay

Generational leadership change prompted this family-owned vacation rentals company in Palm Springs to take a hard look at their existing brand. We crafted a new brand architecture, identity, and position to bring them into the now.

Client

McLean Properties

Hospitality

Poppy
  • Market Research
  • Strategic Vision Report
  • Positioning
  • Messaging Strategy
  • Naming
  • Identity
  • Logo
Poppy Mid Century Stay

Brand Strategy

Interviews with key stakeholders and employees helped us understand the long term objectives and current challenges. Because the company included both a vacation rentals service and a property management arm under the same name, there were struggles with brand recognition and effective audience targeting. In an in-depth strategic vision report, we recommended a new brand architecture: creating a separate brand for vacation rentals, focused on prospective renters rather than vacation home owners.

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Archetype

We use archetypes to craft powerful brand personalities. Because employees and stakeholders prided themselves on their ability to pair prospective guests with their perfect vacation rental, we decided on the archetype of the Matchmaker. Working from the heart, matchmakers build relationships and create memorable experiences by facilitating the right connections.

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Positioning

We crafted a new brand position based on the idea of loving your stay. With a rental matched to your desires, do more than take a vacation– fall in love with a destination. A personality quiz to pair travelers to their ideal space creates a memorable brand experience from the start.

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Naming

The name Poppy reflects the company’s California desert roots while communicating a friendly tone and delightful experience. A playful, irreverent brand voice welcomes you in and stands out from the competition. Stay happy. Stay Poppy.

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Logo & Brand Identity

We created a palette based on the warm hues of Palm Springs and the bright colors of mid century modern design. A new logo with unique typography feels modern and fresh, while hand drawn elements bring a personal and playful touch.

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