Client case study: Mine & Farm Inn

Step 1: Intake

In any rebrand or creative overhaul, it’s important to start with the hopes and dreams of the client, and get a holistic picture of the current state of the brand. In an energetic 1-hour call, I asked Mine+Farm’s creative owners a series of creatively inspiring questions, like:

• How do you want people to feel when interacting with your brand, whether online or on the property?

• Which brands are you absolutely obsessed with right now? Why?

• What is the ultimate vision for your business in 3, 5, 10 years?

• Describe your ideal clientele - is it different or the same to who is visiting most often now?

Step 2: Holistic audit, competitive analysis

Now that I had an idea of the overall narrative we were trying to accomplish, I got deep into the weeds. During a deep holistic audit of the branding and UX/UI of the Inn’s current site, I documented elements like image style, brand colors, content flow, total page count, ease of site navigation, copy tone and voice, SEO rankings and key performing phrases, and more.

Next was competitive landscape: what were other hotels, inns, and BNBs in the area doing? What was Mine+Farm’s competitive, differentiated edge? How might we create a site that is a slam-dunk visual representation of this coolmaker oasis in the redwoods?

The result: Live and gorgeous

The team:

As Creative Director and project manager for Mine+Farm’s digital refresh, I was responsible for coordinating with a contract programmer, illustrator, photography team, and the client to get this project built, shot, QA’d and out into the world! I personally developed all copy, wire frames, content strategy, and project timelines.