The Joshua Tree House
Brand Identity, Marketing Collateral
The Joshua Tree House is known for it's interior design, desert lifestyle blog, and Airbnb vacation rentals. I lead a rebrand for the founders Sara & Rich ahead of a major book publication and overhaul of their blog/website. We chose a roadrunner as the brand motif; a symbol of luck, prosperity, and new beginnings.
The brand needed a treatment that fit many mediums: digital and print formats, household goods, Spotify playlists, and editorial style online publications.
The common and critical thread that runs through all mediums is an appreciation for the solitary aesthetic of the desert.
The key to landing on Joshua Tree House’s brand aesthetic was open ended conversations with the founders. Early on, we focused on where the brand was, and where they’d like it to be.
We quickly identified visual deal breakers such as overused desert symbols like cacti, and animal skulls. These conversations allowed me to form a directive and conduct targeted visual research and competitive audits.
During one of our meetings, Sara and Rich brought up the roadrunner they had seen around their property. Our conversations kept returning to the aesthetic and symbolic significance of the roadrunner. We ran with this iconography, incorporating the roadrunner into the larger brand motif.
The Joshua Tree House aesthetic fit between quirky and vintage. It adopts the imperfect physicality of hand-made shapes and cut paper, as well as vintage typefaces like Windsor. The colors gravitate towards worn, linen-bound books and the cactus flowers that bloom in springtime.
I used a blend of hand-drawn and digitally crafted processes, building a brand system that feels broken-in and mature, without leaning too hard on vintage aesthetic trends. These new textures translate to digital and physical goods, borrowing a familiar feel of old-printing processes found on antique park pamphlets.
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