From the start, I wanted any design exploration to feel like a natural evolution of the Inspirato brand rather than a stark departure. I began by pulling existing artifacts and aligning with key stakeholders. The Brand team required us to retain the existing colors and typography, but beyond that, there was plenty of room to explore.
The marketing materials were beautiful, yet heavily reliant on text overlaying photography, which creates accessibility challenges in digital experiences. The existing product was minimal by contrast, leaning on property photography to carry the elegance. Neither felt distinctly ownable. Cover the logo on any piece of collateral, digital or otherwise, and it could have belonged to any luxury travel brand.

That insight shaped everything that followed and helped define three core goals:

1. Modernize the visual language

2. Build upon Inspirato's existing brand equity

3. Expand communication opportunities by telling richer stories beyond dense blocks of text"