Vacasa Rebrand

Building a Scalable Brand & Identity System.

As a Senior Designer, I worked with the brand, product design, and content team to build a scalable identity system rooted in systems thinking. Through stakeholder interviews, workshops, and customer insights, we defined Vacasa’s vision, mission, and values, which became the brand platform guiding every design decision.

From there, we developed a new visual identity and extended it across key applications:

• A refreshed logo, typography system, and color palette

• A redesign of vacasa.com with responsive UI patterns aligned to the brand system

• Design principles and attributes carried into marketing collateral, merchandise, office environments, and rental portfolio assets

The refreshed identity marked Vacasa’s shift from a regional company to the leading vacation rental brand in the U.S., while laying the groundwork for global growth.

We designed the logo mark to represent more than just a home. It symbolized the idea of together — Vacasa’s role in connecting guests, homeowners, and partners through shared experiences.

This principle of togetherness became a thread throughout the identity system: every element, from typography to icons, was designed to feel unified, consistent, and part of a larger whole.

Typography served as a key building block of the system. We chose typefaces that balanced clarity with personality:

Wigrum — our primary typeface — paired geometric precision with subtle quirks, giving the brand a contemporary but approachable voice.

Nunito Sans — our secondary typeface — offered readability and warmth, particularly in digital and body copy contexts.

We applied a structured approach to hierarchy:

• Root size: 16px

• Baseline: 4px (aligned with the 8-point system)

• Scale: Perfect Fourth (3:4 ratio)

This system not only brought consistency to brand communications but also mapped seamlessly into UI design patterns.

We built a layered color system to balance brand expression and UI usability:

Hero palette — three yellows drawn from Vacasa’s history, representing the community that fuels the brand.

Extended palette — additional tones to support print and digital storytelling.

Neutral palette — anchored by a deep midnight blue, allowing hero colors to shine.

UI palette — accessibility-driven combinations optimized for digital interfaces, ensuring clarity in buttons, alerts, and system states.

This approach meant the same color foundations could scale from marketing campaigns to digital interfaces without losing coherence.

To extend the brand into digital products, we established a system of UI building blocks:

Iconography: Built on a 16×16px grid for pixel-perfect consistency and scalability across platforms.

Buttons and controls: Defined styles that balanced usability with brand expression.

Patterns and layouts: Designed with modularity in mind, aligning with product design systems.

We approached the work with a design systems mindset, ensuring brand elements could translate directly into digital environments as foundational components.

The result was a flexible, robust design system that allowed Vacasa to scale its brand globally while supporting future digital growth. The system unified communications across marketing and product, creating a foundation for both storytelling and usability.

This brand evolution positioned Vacasa to successfully raise 103M–the largest series B raise in Oregon’s history–and it’s subsequent IPO.