With the refresh of Evolve’s branding came a new subset of the brand oriented toward our guests and travelers. The guest side (B2C) lacked its visual identity, separating it from the main brand geared towards Homeowners (B2B). Pairing with the Senior Copy Writer, we dived into making the guest brand have personality, a voice, and a unique visual style that would make a guest want to book a stay at an Evolve Property. I wanted to create a brand spectrum, giving a point as a reference for non-designers to understand the brand direction for each type of audience and creative need. The guest brand developed into an exciting visual story that pushed the guest brand to the next level.