Casa de la Cruz is a luxury desert vacation rental and the inspiration for Homies. I led branding, style guide, and web design end-to-end—defining an ideal guest profile and directing the entire site toward that audience. The launched site increased bookings by 21%.
Brand System
Style Guide
Website Design & Build
SEO & Analytics
See Live Site

Role

Design Lead (Brand, UX/UI, Web Build)

Date

2023

Platform

Luxury short-term rental marketing site (live)

Challenge & Approach

The goal was to create a high-end brand and website that feels polished and trustworthy, guiding visitors smoothly to booking. My approach combined a refined identity system, clear flows, and a responsive Webflow build.

Brand System

Built a token-driven system of colors, typography, and UI elements. Tokens control spacing, scale, and states, keeping the site consistent and fast to iterate across Figma and Webflow.

Logo

I designed the logo to embody the spirit of the Hispano Mountain West. Its colors are drawn from the adobe palette of the home itself, grounding the brand in place. The mark reflects the region’s rich cultural heritage while carrying a tone of elegance and luxury.

Brand in the Wild

The identity extends beyond digital. Merchandise, packaging, and print collateral reinforce trust and make the brand tangible. These assets also serve as OG/social imagery and guest-facing collateral.”

Information Architecture

The site was structured around a frictionless booking journey. Pages were kept to a minimal, strategic set, included only if they contributed to conversion. Core paths focused on availability and booking, while supporting pages like About Us and the Blog built trust and authenticity—helping guests feel confident in both the property and the hosts.

Final Design & Launch

Responsive Webflow build with AA contrast, restrained motion, and SEO optimization (titles, OG, lazy-load). Designed to feel premium and foster increased bookings.

See Live Site

Outcomes

  • +21% booking increase after launch

  • Reusable component system sped up future updates

  • Patterns informed later work on Homies

Reflection

This project gave me the freedom to design without limits and build something truly beautiful. Translating the essence of a physical space into a digital experience was both engaging and rewarding. The work also sparked the idea for my own startup, Homies, where I now provide this service to vacation rental hosts at scale.

Additional Projects

Select work that showcases a variety of design direction and skill.

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Homies

A complete digital toolkit for hosts that spans branding, booking sites, and conversion-focused design.

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10K Athletics

A training platform helping athletes track progress and build consistent habits.

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