Vacasa Brand Reset
During my time at Vacasa, I co-led a transformative Brand Reset initiative aimed at elevating Vacasa's visual identity from scattered and reactive to consistent and intentional. Our mission was clear: to develop a robust design system that fosters relatability, trust, and brand recognition.
Our Brand Reset initiative focused on establishing a cohesive design system to reflect Vacasa's core values and enhance brand recognition. We identified three key pillars to guide our efforts:
- 360 Revenue Management
- Care & Safeguards
- Hospitality, Simplified
Each pillar represents a distinct aspect of Vacasa's brand identity and values, guiding our design decisions to ensure consistency and intentionality across all touchpoints.
Key Initiatives: As part of the Brand Reset, we implemented several key initiatives to reinforce Vacasa's brand identity:
- Color: Finalized distinct color schemes for each pillar to reinforce their visual representation and significance.
- Icons: Developed unique icons dedicated to each brand pillar to enhance their individual identity and recognition.
- Imagery: Selected pillar-specific photography to complement each brand pillar's visual identity and messaging.
- Internal Rollout: Created internal materials and guidelines to ensure consistency and alignment with the brand pillars.
