Branding

Branding

Branding

Brand strategy, project leadership

Branding

I led a rebrand at TurnKey to give 85+ properties a unified look that stands out from 90% of competitors in Prague. From visuals to brand language, I built a consistent, scalable identity that supports growth and connects with guests.

Company: TurnKey - vacation rental management and property design for large investors in Prague.

Brand strategy, project leadership

Branding

I led a rebrand at TurnKey to give 85+ properties a unified look that stands out from 90% of competitors in Prague. From visuals to brand language, I built a consistent, scalable identity that supports growth and connects with guests.

Company: TurnKey - vacation rental management and property design for large investors in Prague.

Leading the Rebranding Process

When I joined TurnKey, I saw the brand needed an update to match our growth. After securing the approval, I led the project from start to finish.

The management’s main requirement was to keep the branding simple and neutral rather than adding a bold personality, so I focused on achieving the most within these guidelines. We partnered with Expirio to develop a new logo, color scheme, typeface, and core graphics. I managed all negotiations with the agency and coordinated the project internally, ensuring everything stayed on track.

Logo and some of the core graphics designed by expirio

Branding implementation

Once the guidelines were ready, I took charge of applying them across all platforms. This included everything from printed materials in apartments and parking signage to digital branding on Airbnb, Booking.com, and our own channels, ensuring a cohesive brand presence throughout.

Printed materials

Evolution of the brand

As the company expanded, we pushed stronger on the branding in the digital space. I adapted the initial brand guidelines to perform better digitally, designing all the graphics and directing photoshoots as needed. The digital branding identity was created with scalability in mind to support our growth of ~5 new apartments each month.

Some of the graphics created by me

Photography guidelines

Beyond graphics, I led a project to create distinct photography guidelines for TurnKey. This involved researching the psychological factors that influence online booking decisions and analyzing how photos impacted the performance of older listings. The final product was a set of guidelines for photographers that optimized the online performance of our apartments.

Photos taken according to the guidelines

Brand Language

Language is a key part of TurnKey’s brand experience with guests. I developed a clear, welcoming tone that’s consistently used across all guest communications, from customer care interactions to automated messages. This tone was crafted to fit the context in which guests receive messages, balancing clear visibility for essential information, opportunities for upselling, and a friendly, human touch that aligns with our brand.

Automated Messages I created

results

This rebrand established TurnKey as one of the most recognizable and cohesive brands in the Prague market.

Working within a defined brand direction focused on professionalism and simplicity, I ensured a consistent identity across over 85+ properties, so guests could instantly identify a TurnKey apartment.

The brand now stands out from 90% of competitors, supporting rapid growth and creating a unified experience that strengthens guest engagement across every interaction.