Rove Brand Direction
I partnered with Rove Travel (think luxury Airbnb) to evolve their brand identity and bring more clarity, consistency, and personality to their visual direction. The refresh included refining typography, color palette, and an identity refresh to better reflect Rove’s premium positioning in the market. I introduced a flexible system of layouts, iconography, and imagery that works across digital, print, and product touchpoints. My approach balanced sophistication with usability, ensuring the brand felt elevated yet approachable, and scalable for future campaigns and assets.
My Role
Art Direction, Design, Strategy
Exploration
Identity
Typography and Color
CANELA TEXT
GEIST
Brand Guidelines
I developed comprehensive brand guidelines for Rove, establishing clear standards for typography, color, imagery, and layout. Building the system in Figma ensured flexibility and easy updates for the team, making it a living resource rather than a static document. The guidelines created consistency across digital, print, and product experiences while giving internal teams and partners the tools to scale the brand with clarity and consistency.
Bringing It All Together
I extended the brand refresh into digital channels by designing social assets and establishing a host-focused lifecycle email program.
Social and Email Marketing
Host Gift Set
To celebrate our hosts, we decided to gift a coffee table book accompanied by a branded book jacket, pamphlet, and founder’s note. I designed a cohesive set of print materials that complemented the book and created a unified physical brand experience for homeowners.
Brainstorming
Final Print Set
The Result
20% increase in engagement on key landing pages
On primary email sends, doubled and even tripled open rates
Reduced production time on digital assets through developing modular templates and reusable design systems
Through targeted email and print marketing, gained 5 new luxury hosts