Vacasa Real Estate
Division Branding
Sub-Brand Strategy, Creative Direction & Design
Vacasa launched its Real Estate Division to expand beyond property management and offer full-service real estate support. The objective was to create a distinct brand identity that clearly positioned the new division while maintaining strong alignment with the parent Vacasa brand to preserve trust, recognition, and equity.
This work required careful brand architecture planning to ensure the division felt credible, cohesive, and scalable from launch through growth.
OVERVIEW/OBJECTIVE
STRATEGY & LEADERSHIP
I led the brand strategy and creative direction for the Vacasa Real Estate Division, defining how the new offering would live within Vacasa’s broader brand ecosystem. This included clarifying positioning, audience expectations, and visual tone while ensuring continuity with established Vacasa brand standards.
I partnered closely with stakeholders to align the identity with business goals, sales needs, and marketing priorities, balancing differentiation with consistency. Strategic decisions focused on long-term scalability rather than one-off launch assets.
KEY LEADERSHIP CONTRIBUTIONS
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Defined sub-brand positioning within an established parent brand
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Developed a visual system that balanced distinction and continuity
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Aligned creative direction with sales and marketing objectives
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Established guidelines to support long-term adoption
EXECUTION
Developed a cohesive branding system for the Real Estate Division, including logo exploration, typography refinement, color usage, and foundational brand elements. The system was designed to be flexible across digital and print touchpoints while maintaining a clear connection to the Vacasa master brand.
I oversaw application of the identity across key materials, ensuring consistent execution and ease of adoption across teams.
IMPACT
The new branding provided Vacasa’s Real Estate Division with a professional, credible presence at launch while reinforcing trust through alignment with the parent brand. The system enabled a smooth rollout and created a scalable foundation to support future growth, marketing initiatives, and sales efforts.
SKILLS DEMONSTRATED
Brand Architecture · Sub-Brand Strategy · Creative Direction · Stakeholder Alignment · Scalable Identity Systems