Branding
Tiny Digs is a hypothetical hospitality rebranding of Tiny Digs Hotel, a unique hotel of tiny houses in the heart of Portland, OR. Because its current brand presence lacks a strong brand identity, my rebranding of Tiny Digs aims to celebrate Portland’s eccentricities with a vibrant, cohesive, and sophisticated design system. Targeted toward mid-millennials and working professionals, the new Tiny Digs invites them to take part in the city’s tiny house revolution and make it their new home away from home.
Before
After
Inspired by the idea of “home away from home,” Tiny Digs is designed to elevate staycations. Because the hotel consists of eight themed tiny houses—Arthur Boxcar, Cabin, Beach House, Gypsy Wagon, Bamboo House, Cottage, Barn House, and Modern House—the challenge is to collectively tease out the personalities of these houses, which influenced the development of the logo extensions of house personalities from the form in the primary logo mark.
Brand application, beginning with postcards, furthered the development of the brand story of Tiny Digs’s personality through emerging visual and typographic elements, which informed the visual language for the lookbook, posters, and brand implementation.
Lookbook & Posters
Brand Implementation
Media