ABOUT:
Evoke Stays is a boutique coastal Airbnb designed to feel warm, welcoming and thoughtfully curated, offering guests a relaxed home-away-from-home experience in Shoal Bay. The project focused on building out a cohesive visual system that could be used consistently across marketing collateral and social media. This included refining the existing logo and developing a visual direction inspired by the surrounding coastal landscape and interior styling.

The client’s mission was to create a space where guests feel calm, comfortable and connected, and I continually returned to this goal throughout every design decision to ensure the brand identity communicated this feeling clearly and consistently.

POSITIONING:
Brand: Evoke Stays
Positioning: A design-led coastal stay blending mid-century charm with relaxed sophistication.
Defined by: Warmth, connection, coastal calm.
Tagline: Stay relaxed. Stay inspired.
Market gap: Many short-stay properties rely on generic branding and lack a strong identity, creating an opportunity for a cohesive, design-led boutique stay that appeals to style-conscious travellers.

CREATIVE RATIONALE:
This project combined brand identity, visual direction and interior styling to create a cohesive guest experience for Evoke Stays. The goal was to develop a brand that reflects the character of the home and the relaxed coastal atmosphere of Shoal Bay, positioning the property as a warm and effortless “home away from home”.
The logo features soft, rounded forms and a circular wave emblem to symbolise calm, unity and connection, while subtly referencing the movement of the ocean. The colour palette was inspired by the natural surroundings of Shoal Bay, including sand, sea, rock and sky, and was carefully matched to the home’s interior to create a seamless connection between the brand and the physical space. Rounded typography and flowing shapes reinforce the relaxed, mid-century coastal aesthetic.
To support the identity, I developed a suite of secondary graphics and icons derived from the logo’s brushstroke. These flexible assets extend the organic visual language across social media and marketing materials, ensuring a cohesive and recognisable brand across all touchpoints.