Salt House
A concept identity for a Costa Brava property management company
Salt House is a speculative brand exploration: a fictional boutique property management company on the Costa Brava, designed to demonstrate what we'd build for a real client in this category. The work isn't a paid engagement. It's our answer to the question of what a property management brand could look like when treated with the same care as a small independent magazine.
The brand serves international villa owners with second homes in Catalunya. The visual world draws from Mediterranean ceramics, sun-bleached coastal light, and the considered restraint of brands like Aesop. The voice is in Spanish, the audience is European, and the materials read as a published brand book rather than a corporate template.
Why we made it
Property management companies on the Costa Brava tend to look like software. The category defaults to stock coastal photography, a blue-grey palette, and copy written for a portal rather than for an owner handing over a house. Salt House is our answer to that: a speculative identity for a boutique management company serving international owners with second homes in Catalunya, built to the standard we would apply to a real client.
The thinking
The audience is not a guest. It is an owner deciding who to trust with an empty house for ten months of the year, so the brand has to read as competent and calm rather than promotional. We drew the visual world from Mediterranean ceramics and sun-bleached coastal light, and took the restraint from independent publishing and brands like Aesop: generous space, a small palette, one confident type system.
Spanish is the primary voice, with a European audience in mind. The tone is specific and unhurried — the way a good caretaker actually talks about a property.
What the brand book covers
Positioning and voice, the logotype and its lockups, the colour and type system, photographic direction, and applications across stationery, signage, owner documents and digital touchpoints — presented as a published brand book rather than a slide deck, because that is how it would be handed over.
The same system is what we build for real hospitality and property clients: identity first, then the direct-booking website and the photography that fills it.