Project Highlight: Casa Culturas

PREPARED FOR

Dennese Guadeloupe Rojas
Interiors by Design

PROJECT SCOPE

Brand Strategy, Naming, Brand Identity, Website Design, Photography - February 2024

PREPARED BY

JAC& Honey
Jendayi Jackson

Project Introduction

In early 2024, I partnered with the owner of a beautiful short-term rental property in Washington, DC to bring a bold, culturally rich brand to life. Formerly known as Mi Clandestina, the LA-based concept was evolving into something deeper and more rooted in purpose for its DC relaunch.

Together, we renamed, repositioned, and reimagined the brand as Casa Culturas—a vibrant cultural sanctuary inspired by Caribbean and Latin American traditions.

Below, you’ll find a thorough walkthrough of the full creative direction and execution I led for this project.

Phase 1

Brand Development & Strategy

This phase laid the foundation for how Casa Culturas would feel, speak, and connect with its guests.

  • Transitioned from Mi Clandestina to Casa Culturas—a name that tells the story of a home steeped in cultural roots, creative energy, and collective legacy.

  • Crafted language that centers family, artistry, and cultural exploration.

  • Developed key phrases and tone of voice guidelines to keep the brand grounded in warmth, creativity, and authenticity.

  • Identified the target audience as travelers, creatives, and culturally curious guests looking for a soulful, design-forward experience.

  • Developed a library of intentional phrases designed to guide the guest journey and reinforce the brand’s purpose across platforms. Each tagline and call to action was written to evoke emotion, spark curiosity, and invite engagement—whether on the website, social media, or printed collateral.

    Examples include:

    • “Where Culture Lives.”

    • “Come stay, create, and connect.”

Below, you’ll find a curated snapshot of the brand strategy deliverables presented to the client, offering a clear view of how we translated vision into a cohesive and compelling brand experience.

The New Name

The original LA-based location operated under the name Mi Clandestina, but as the concept evolved, we explored a new name that would better reflect the spirit and story of the DC space. Casa Cultura emerged as a strong contender but was unavailable as a domain, so we landed on Casa Culturas—a name that maintained the intended meaning while offering a broader, more inclusive nod to cultural diversity and community.

Mission Statement & Brand Promise

I worked closely with the client to craft language that clearly communicates the heart and soul of Casa Culturas. The mission and brand promise were written to reflect the values of familia, cultura, arte, and color—positioning the brand as not just a short-term rental, but a vibrant cultural experience.

The mission captures the why behind the brand: a dedication to heritage, storytelling, and creative sanctuary. The brand promise reinforces how guests will feel: welcomed, inspired, and part of something meaningful. Both were written to speak directly to the ideal guest while setting the tone for all future brand messaging.

“At Casa Culturas, our mission is simple: to celebrate familia, cultura, arte, y color. To serve as the cultural hub in the community, celebrated for our commitment to cultural expression and artistic appreciation, we cater to any guest and creative project objective suited for our space.

Driven by a passion for storytelling and a dedication to honoring our heritage, we invite you to join us on this journey—to experience the magic of Casa Culturas, where every stay is infused with love, history, and possibility.”

“At Casa Culturas, our promise is to deliver an unparalleled experience that transcends ordinary accommodations. Rooted in a rich history of family, resilience, and cultural celebration, we pledge to provide a sanctuary where guests can feel at home, inspired, and connected to something greater.

Casa Culturas is more than just a place to stay—it's a journey of discovery, a celebration of heritage, and a home where every guest is embraced as part of our extended family.”

Brand Voice

I defined a distinctive brand voice that captures the soul of Casa Culturas—welcoming, expressive, and rooted in cultural pride. The voice needed to balance warmth with purpose, making guests feel both at home and inspired. It was important that the language reflected the values of creativity, community, and exploration while resonating with a diverse, culturally curious audience.

I developed five core brand voice traits to guide all communication. Below, I’m sharing three of the five to give you a sense of the tone and personality crafted for the brand.

welcoming tone.

Casa Culturas's brand voice is characterized by a warm and inviting tone, ensuring that every interaction with guests conveys a sense of hospitality and openness. Whether it's through written communication, in-person greetings, or social media engagement, the welcoming tone sets the stage for a positive and memorable experience.

Attentive Communication.

At Casa Culturas, we prioritize attentive communication, actively listening to our guests' needs and responding with care and consideration. Whether it's addressing inquiries, resolving concerns, or offering recommendations, our attentive approach ensures that every guest feels heard and valued throughout their stay.

Familial Atmosphere:

Central to our brand voice is the concept of familia, reflecting the close-knit and nurturing environment that defines Casa Culturas. We strive to foster a sense of belonging and connection among guests, treating them like members of our extended family and creating lasting relationships built on trust and mutual respect.

Key Messaging

To ensure clarity and consistency across all brand communications, I created a set of foundational key messages that articulate both what Casa Culturas offers, how it delivers that experience and who it’s for. These messages serve as the throughline for web content, social media, guest materials, and marketing efforts—making sure every touchpoint reflects the heart of the brand.

They’re designed to resonate with the ideal guest—someone seeking beauty, meaning, and connection during their stay—while clearly highlighting the unique cultural and artistic value Casa Culturas provides.

Here’s a sample of the messaging framework I created for the brand:

No. 1 - Artistic Cultural Sanctuary

Casa Culturas is more than just a place to stay; it's a sanctuary where art, culture, and familial warmth intertwine to create a unique and immersive experience for every guest.

No. 2 - Caribbean and Latin American Oasis

Casa Culturas is designed as an oasis inspired by the vibrant colors and relaxed vibes of the Caribbean and Latin America.

No. 3 - Embrace Your Heritage, Elevate Your Experience

Casa Culturas invites you to reconnect with your ancestral roots in our artistic DC hideaway. Feel the energy of your origins as you immerse yourself in a cultural tapestry that celebrates indigenous influences, creating a transformative and enlightening experience unlike any other.

No. 4 - Immersive Artistic Atmosphere

Unlike traditional accommodations, Casa Culturas offers an immersive artistic atmosphere, where every detail is meticulously crafted to inspire creativity and appreciation for art, gardening, history and culture.

No. 5 - Travelers Seeking Authentic Experiences

For travelers who crave more than just a place to stay, Casa Culturas offers an authentic and enriching experience in the heart of DC, where they can immerse themselves in the local culture and feel like part of a rich legacy from the moment they arrive.

No. 6 - Cultural Explorers and Creatives

Casa Culturas is the perfect haven for cultural explorers and creatives seeking a space where they can feel inspired and connected to the vibrant energy of art, culture, and familial warmth.

Ideal Guest Profile

I developed a detailed guest profile to guide messaging, visuals, and service offerings. The ideal guest is a culturally curious traveler—often a creative, artist, or educator—seeking more than just a place to stay. They value meaningful experiences, soulful design, and spaces that reflect history, heritage, and heart.

DEMOGRAPHICS

  • Age: Primarily between 25-45 years old, with a focus on young families and adult travelers seeking cultural experiences.

  • Gender: Predominantly female, reflecting the trend observed in past bookings.

  • Family Status: Couples, families, and groups of friends traveling together, with an emphasis on mothers seeking family-friendly accommodations.

  • Nationality: Diverse, with a significant portion of guests hailing from Spanish-speaking countries

  • Lifestyle: Value-oriented travelers who prioritize experiences over luxury, seeking authentic and culturally immersive accommodations.

  • Interests: Appreciation for art, music, and cultural exploration, as evidenced by positive feedback from guests who are art enthusiasts and musicians.

  • Social Behavior: Enjoy exploring local bars and restaurants, seeking vibrant and energetic atmospheres, but also value relaxation and tranquility in their accommodations.

  • Values: Place importance on family bonding and creating lasting memories, drawn to spaces that exude warmth, hospitality, and familial atmosphere.

  • Language Preference: Comfortable with Spanish-speaking environments, as indicated by the engagement of guests in Spanish by the owner.

PSYCHOGRAPHICS

Taglines/Calls to Action

To support brand recognition and guide guest interaction, I created a set of memorable taglines and actionable phrases. These soundbites serve as quick, emotionally resonant messages that reflect the brand’s identity and values, while the calls to action were crafted to encourage meaningful engagement—whether that’s booking a stay, exploring the space, or sharing the experience with others.

Casa Culturas, Where Every Stay is a Vibrant Escape.

Welcome to Casa Culturas, Your Home Away from Home.

Unveil the Magic of Casa Culturas: Where Every Corner Tells a Story of Love and Color.

Casa Culturas, Your Vibrant Oasis in the Heart of the City.

Casa Culturas, Where Creativity Knows No Bounds.

Feel the Energy of Your Origins in this Artistic DC Hideaway.

Elevate Your Stay, Celebrate Life

Escape to Serenity, Dive into Culture

Discover Your Tropical Haven

Step into a World of Art and Inspiration

Phase 2

Brand Identity Design

Using the brand strategy as a compass, I built a bold and inviting visual identity:

  • Inspired by tropical textures, sun-soaked tones, and vintage travel ephemera.

  • Designed a primary logo, secondary logo, and submark for use across web, print, and digital platforms.

  • Mixed expressive, heritage-inspired serif fonts with clean modern sans-serifs for balance and legibility.

Keep scrolling to explore how the brand identity came to life—through color, typography, and design elements that visually express the heart of Casa Culturas.

Moodboard & Color Palette

The visual direction for Casa Culturas was grounded in the brand’s essence: Familia, Cultura, Arte, and Color. I curated a mood board that reflects a vibrant and soulful energy—celebrating the warmth of heritage and the joy of artistic expression.

The color palette draws from rich, earthy tones—green, red, brown, and soft creams—evoking the warmth of vintage stamps and the lived-in beauty of tropical homes. The overall aesthetic is bold, happy, and deeply cultural, offering a visual experience that feels both rooted and inviting..

Logo Suite

The Casa Culturas logo system was designed to be bold, expressive, and versatile—mirroring the brand’s commitment to culture, creativity, and warmth. The primary and secondary logos use Cantina Fresca, a playful yet grounded typeface that evokes handcrafted signage and Latin design influence.

The logo suite includes:

  • A horizontal lockup for web and print headers

  • A stacked version for square or vertical spaces

  • A custom submark featuring an AI-generated illustration initially created by the client, which I refined and optimized to reflect the soul of the brand—a symbolic home nestled in color, culture, and heritage

Each variation was crafted to ensure consistent brand recognition across digital and physical touchpoints, while maintaining visual flexibility for signage, merchandise, and promotional materials.

Horizontal

Vertical

Submark

Typography

The Casa Culturas typography system was intentionally chosen to reflect the brand’s personality—bold, expressive, and balanced.

The primary typeface, Cantina Fresca, is drawn directly from the logo, giving the brand a distinct and recognizable voice. It adds character and warmth to headings and brand touchpoints. To complement its boldness, I paired it with Nimbus Sans Extended for secondary headers—a strong, modern sans serif that maintains clarity while reinforcing structure. For body text, Neue Haas Unica offers a clean and refined finish, adding readability and softness to balance the heavier fonts above.

This combination brings visual contrast and cohesion, creating a typographic hierarchy that feels both artful and accessible across all platforms.

Phase 3

photography & Website

This phase brought the brand to life visually—capturing the essence of Casa Culturas through intentional imagery and a thoughtfully designed online presence. Every photo and layout choice was made to reflect the warmth, vibrancy, and cultural depth of the space.

Scroll through the final sections to see how we translated that vision into a photo gallery and digital home that invites guests to experience Casa Culturas before they even arrive.

Photography

I captured a full set of brand-aligned images showcasing the space’s unique interior design and cultural personality. Although the décor was still in progress, the goal was to create a strong visual foundation for Airbnb and other rental platforms. I styled and photographed each room to highlight the vibrant colors, textures, and layout, with a focus on creating images that feel warm, welcoming, and authentic. At the client’s request, I adjusted the brightness and tone of the final images to make the space feel more vibrant and allow the cultural details to truly shine.

Website

The website was designed to immerse visitors in the heart and soul of the brand. Built on Squarespace, the site balances aesthetics and functionality—providing potential guests with a seamless browsing experience and a clear sense of the space’s cultural value. From layout to copy, every detail reflects the brand’s essence: soulful, colorful, and creative. The design integrates custom brand elements, clear calls to action, and responsive formatting to ensure the experience translates beautifully across devices.

Project Summary

Casa Culturas is the kind of project that embodies everything I love about branding—storytelling, strategy, design, and thoughtful execution. From naming to final gallery delivery, this was a 360° collaboration that brought a vision to life in the most soulful way.

If you're looking for a partner to help you bring your next project to life with this same level of creativity and intention, I’d love to explore what that could look like.