This project involved creating a brand identity for a new development property located in Joshua Tree, California. The property features clean, modern interiors, and the goal was to align the branding with the local laid-back and natural aesthetic characteristic of the area. Working to develop four distinct branding directions, each aimed at capturing the essence of both the modern design and the natural beauty of Joshua Tree. The client selected the final branding, which effectively blends contemporary style with the relaxed, organic feel of the surrounding environment, providing a seamless connection between the property’s interiors and its natural setting.