Esterre

Second homes reimagined

Branding

Production

UI/UX

A new brand for a new way to getaway.

Choice. It’s all we ever really want in life. This is the essence of a novel real estate concept that is reimaging vacation home ownership. When the dream of a second home actually approaches reality, that’s when the anxiety and pressure of committing to one single place keeps many from ever leaving the expansive (and expensive) world of AirBnB and VRBO. Enter Esterre – Your homes away from home. Why settle for one home when you can own an interest in a curated collection of high-end vacation homes in your favorite drive-to locations? It’s getaways with choice, plus equity ownership that grows over time.

But first, we needed a name. Our naming process combines stakeholder and target market interviews, followed by exploratory naming territories. Five territories and over 50 names later, Esterre was born, cleared and trademarked. A name that combines “estate” and “terre”, as in pied de terre, or earth. A name that suggests a sense of place, a state of mind.

Concurrently, we built the messaging framework for the brand, which includes 5 key pillars, plus mission, purpose and tone of voice. We test messages early in the process, giving the brand multiple ways to express itself across its’ pillars. From these foundational elements come the logo, identity and brand guidelines.

Multiplicity was a key influence in our logo design process. Communicating choice through the three peaks of shelter, mountain and waves. Secondary design elements and color palette followed with key branding examples to inform the app and website build.

We unveiled the brand at an evening celebration to a group of 50+ investors, friends and family by reading the manifesto over inspiring imagery of the diverse PNW landscapes. Esterre is set to launch in late 2024 with five initial homes, with more to come in 2025.