Challenge

Lucilla already had a recognizable visual characteristic, particularly through its pink-toned aesthetic, but relying on color alone would make the communication feel purely visual rather than strategic. The challenge was to turn these physical and visual characteristics into a distinctive reason for guests to choose the property.

Solution

I translated Lucilla’s visual identity into an emotional positioning centered around intimacy, romance, softness, exclusivity, and playful elegance. Rather than treating pink simply as a brand color, I used it as a storytelling device to shape the overall communication and visual direction. This allowed the property’s aesthetic to communicate a feeling and experience rather than simply describe its interior.