Desert Spirit
Desert Spirit manages a collection of distinctive short-term rentals throughout Joshua Tree and the surrounding desert.
They already had a strong operational foundation, but the brand wasn’t helping them stand out in a crowded market. The goal was to move beyond the familiar look and language of property management and build a more recognizable hospitality brand with a clear point of view.
My role was to turn that opportunity into a clear, cohesive brand—from strategy and messaging to a flexible logo system, color, typography, custom graphics, and marketing templates.
Brand Strategy
Brand Identity
Merch Design
Social Media Templates
Print + Marketing Materials
The logo brings together a sun resting on the horizon and a triangle that acts as a marker of place and destination. The wordmark echoes that same rising-and-setting motion, tying the identity back to the desert light. Rotate the mark counterclockwise and it also becomes a lowercase “d”—a fun, subtle little detail within the larger system.
Because the sun plays such a defining role in the desert landscape, it felt important to include it in a way that was abstract, graphic, and ownable rather than literal. The result is a mark that suggests arrival, atmosphere, and a strong sense of place without relying on expected desert imagery.
