The Brief

With prime real estate along LA’s Pacific coastline, Shade Hotels helped set the tone for boutique stays along the Southern California coast. But with a new wave of design-driven competitors entering the market, the time had come for a thoughtful refresh to reassert their edge and reengage a new generation of guests.

We partnered with Shade Hotels to refine their brand DNA and craft a verbal identity anchored in strategic insights and tailored to stand out in a crowded category—one that reflects the confident, playful spirit of this boutique hospitality group. Inspired by their roots as restaurateurs and their distinctly Southern California setting, we developed a brand voice that is charming, intentional, and effortlessly cool—mirroring the experience of staying at Shade itself. From messaging architecture to brand personality, every element was designed to capture the feeling of being 'in the know,' while inviting guests to “stay like they live here.” We channeled this brand identity into a distinct and ownable look and feel across new websites for both locations: sites that are stylish, intuitive, and full of personality. From rooftop cocktails to harborfront escapes, the user experience captures what Shade is all about—proudly boutique hotels where modern sophistication meets beach town vibes.