Water Camp is made up of Airbnb stays near Torch Lake in Northern Michigan and was created with a mission to show visitors what it means to reconnect with each other and with nature. With 3 sister homes as of Fall 2023, these modern, vintage-designed properties are sure to provide you with the perfect mixture of nostalgia and comfort making this the perfect stay for any visitor.

Creating a Brand for this Northern Michigan Airbnb

When Alison first inquired about building a brand for her Northern Michigan Airbnb, she was looking to build a beautiful brand that encompassed the aesthetic of the property. She envisioned a brand that combined modern playful aspects with vintage, lake-inspired designs for the ultimate nostalgic, yet timely brand. 

By curating a brand that was made up of a happy mix of vintage and playful elements, we were able to do just that. The playfulness comes into play, literally, with the flowy lettering of the logo and custom hand-drawn illustrations that make up her patterns.

Complimenting this is the warm style of photography mixed with polaroid photo effects to give the brand an almost vintage, nostalgic feel.

But that’s not all for this vintage, modern brand

A few months after lanching Water Camp’s brand, we worked together again to create a direct booking site that tells the brand’s story and allows visitors a way to avoid fees through third party apps where possible. At the beginning of the project, we came to discover a magical set of elements that makes this site like no other.

Alison’s father-in-law had stumbled upon vintage photos of friends and family, some of whom have since passed, enjoying summer days on Torch Lake. He took it upon himself to restore the images and gave them to Alison and I to create pure magic.

The Water Camp website captures the brand’s values in the most authentic, wholehearted, and nostalgic ways. With vintage polaroids, an entire guidebook on Northern Michigan, and hand-drawn map illustrations of the neighborhood, Water Camp’s brand is nothing short of nostalgic.

Want to see more of the Water Camp brand?

View the Project On the Portfolio

Project Showcase: Playful Brand and Web Design for Northern Michigan Airbnb


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