Brand Identity / Spatial Art Direction / Mallorca
A self-initiated identity concept for a multi-unit property in Cala d'Or. The owner had the units listed separately. I thought they'd earn more as one named property, so I made the identity that would let them: a wordmark, entrance signage and a postcard set.
Multiple apartment units under one owner were operating as disconnected, generic holiday rentals, each listing, sign and guest touchpoint speaking in its own accent. The rebrand unified the property under a singular hospitality identity, Karin Apartments, Cala d'Or, Majorca, so arriving guests recognise one deliberate experience rather than several accidental ones.
The brand work only mattered if the property could actually command a higher rate. So alongside the wordmark and the postcards, I ran the numbers. Guests already rated the apartment 4.85 overall, but Value sat at 4.7, the only score under 4.8, and ten of the eleven four-star reviews named the same fixable comforts: a two-burner hob, a warm bedroom with a two-hour AC timer, a bathroom vent smell, and 'no-frills' décor. Benchmarking 43 nearby apartments showed the rate itself wasn't the problem. So the question became: what changes let this place beat a 4.7 and price like the Guest Favorite it already is?
The answer was a short list, in order: fix the kitchen kit, fix the bedroom heat before peak season, fit a one-way vent valve, warm up the interior with textiles and lamps, then speak directly to the climbers who come for the nearby coves in October. Each one had a cost and an estimated return (the AC alone was about €600 to €900 to install against an estimated €10 to €15 more per night). The brand identity is the layer on top: once the stay matches the price, the name, the signage and the postcards are what make it feel like one deliberate place instead of several accidental ones.
See the full audit →The entrance mark was designed for whitewashed stone archways rather than screens. A restrained, organic wordmark balances Mediterranean architectural tradition with modern editorial refinement, readable from the street, quiet in the garden, and confident enough to anchor every future touchpoint.
A six-card editorial postcard set captures the unscripted atmosphere of Mallorca, terracotta textures, coastal sunlight, architectural details, turning everyday guest collateral into collectible physical keepsakes and organic social proof.
How I made it
Staying there
Shot all the photographs myself.
Gemini and ChatGPT
Iterated on the wordmark and the postcard layouts until they felt like the place.
The pricing work
The luxury direction came from the market analysis: the property was underpriced for what it is.