ROLLING OUT THE
RED WELCOME MAT
for guests across texas
As Chief Brand Officer, at the start of 2020, I partnered with the Founder of an Austin vacation rental company to develop a new brand amidst the pandemic's challenges. We executed a full 360-degree rebrand, creating Lodgewell by leveraging decades of industry expertise. I led all aspects of the transformation, including strategy, naming, positioning, creative direction, copywriting, content creation, web design, SEO, email & print campaigns, social media, influencer partnerships, PR, and event planning. Additionally, I managed an innovative amenity sponsorship program and coordinated internal & external partners, ensuring a consistent voice across all touchpoints. Our efforts resulted in significant brand awareness and the launch of one of Austin’s most beloved rental brands.
2020 Launch Video
BRAND GLOW UP
identity refresh
Lodgewell's brand wasn't just a makeover - it was a transformation! I spearheaded a complete refresh, crafting a catchy name ("Lodgewell") and logo that captured their essence. A warm color palette and a playful red welcome mat icon were introduced across all touchpoints, from notepads and pens, to stickers and front doors. This cohesive brand identity resonated with their target audience, making Lodgewell a memorable name and a symbol of warm hospitality.
Vanilla
Grapefruit
evening
welcome
ducky
Handpicked homes and retreats
for unforgettable stays and gatherings
To elevate Lodgewell's online presence beyond the typical vacation rental website, I collaborated with a designer to create a custom website. This unique platform showcased Lodgewell's brand personality with creative elements, intuitive user experience, engaging copy, and stunning visuals. The result? A website that resonated with guests and boosted direct bookings for Lodgewell.
property
pages
with personality
To truly capture the essence of each Lodgewell property, I spearheaded the creation of custom web pages. Each page boasts a unique name, tagline, and description that breathes life into the home's personality. We further deepened the connection with guests by including signature "House Cocktail" recipes and curated "What's Spinning" albums, ensuring each property webpage offered a delightful and immersive experience.
MULTIPURPOSE
on purpose
To streamline the guest experience, I implemented a user-friendly categorization system on the Lodgewell website. "Stay with Us" clearly identifies properties ideal for overnight rentals, while "Gather with Us" showcases options perfect for hosting memorable events. This simple yet impactful distinction helped potential guests quickly find the perfect Lodgewell property for their needs.
DID IT FOR
the ‘gram
To ignite Lodgewell's social presence, I spearheaded the creation and management of engaging Instagram content. This strategy included partnering with relevant influencers, crafting enticing promotional offers, and developing creative content that showcased both the unique charm of individual properties and the overall Lodgewell experience. The result? A rapidly growing Instagram following, amassing thousands of engaged users in a short timeframe. This success demonstrates the power of strategic social media management in building brand awareness and driving interest.
HOWDY PARTNERS
guest amenity treats
I created "The Amenity Partner Program," a unique win-win collaboration with Texas-founded brands. This program provided Lodgewell guests with high-quality guest amenities while offering brands exclusive access to hundreds of guests for in-home sampling and promotion, saving Lodgewell thousands of dollars.
in-home reading
guest amenity treats
To further elevate the guest experience, I designed custom in-home collateral, including informative reading materials. These branded materials not only provided guests with essential information but also subtly promoted Lodgewell's unique offerings.
EVENT ACTIVATIONS
in person brand experiences
For Lodgewell, I transcended strategy and rebranding, crafting impactful activations like "Dale on the Rail" and "What Up Founder?!" As Creative Director, I spearheaded every aspect from concept to execution. This included designing captivating brand assets (including micro sites) and managing all touchpoints - social media, PR, and vendor management – to ensure a cohesive brand experience.
"Dale on the Rail" exemplified this approach. The festive activation transformed a property into a magical “Winter Wonderloft,” fostering community spirit through gatherings, charity donations, and a Texas-sized elf! "What Up Founder?" showcased a different facet of Lodgewell through a unique event featuring a celebrity business panel, reception, and pop-up experience. My comprehensive approach ensured a seamless brand experience, fostering valuable connections within the local business community.
“Lauren is a caretaker at heart. Her dedication, patience, speed, creativity, optimism, and fun-loving spirit are a huge support. She is the Brand Whisperer. She guided me as we reimagined what was possible for Top Trip Rentals ultimately resulting in a full on rebrand as Lodgewell. As a solopreneur for over a decade, I was not familiar with this process and a bit scared. She took care of me every step of the way - took my seed of an idea of what Lodgewell could be and made it bloom into full color. I am so proud of what we have accomplished so far and looking forward to the future. Thank you Lauren and your LBC Team - forever grateful!”
-- Chereen Fisher, Founder, Lodgewell
