Case Study
A brand built for
A brand built for
Charleston.
A luxury short-term rental two blocks off King Street — built to feel like a brand from the very first look.
The Brief
The space was stunning.
The brand had to match it.
The Sixty Five is a newly renovated luxury rental property two blocks off King Street in Charleston's most sought-after neighborhood. The owners didn't want an Airbnb listing — they wanted a brand. A real one. The kind where the logo appears embroidered on the pillows, stitched into the towels, placed on the walls. Everywhere a guest looks, the identity is there. The brief was to build something that felt as elevated and considered as the space itself — and then build a website that made people feel like they were already staying there before they booked.
Charleston has a feel. There's a warmth to it, a texture — old brick, gas lanterns, Spanish moss, interiors layered with antiques and personality. The brand had to carry all of that without leaning on cliché. The logo had to work embroidered, printed, framed. The website had to work as an experience, not a listing.
What We Built
02
Charleston, distilled
into a brand.
The color palette pulls from the city itself — the warm plaster walls, the iron gates, the candlelight. The typography pairs a refined serif with clean structure, giving the brand the elegance of the neighborhood without the fussiness. The brand book gives the property team everything they need to keep it consistent: what goes where, what doesn't, what the brand is allowed to become as it grows.
Brand Palette
Espresso
#1A0D06
Charleston Taupe
#8B7355
Warm Gold
#C4A882
Linen
#F5F0E8
03
A website that sells the
feeling, not the listing.
Most vacation rental sites show you a bed and a price. This site was built to make you feel like you're already there — walking through the door, setting down your bags, noticing the embroidered towels. We used the interior photography to tell a sensory story, structured the site to answer questions before they're asked, and built the booking flow to feel like a concierge conversation rather than a hotel checkout. The 65 is a brand. The website says so from the first second.
Thank you SO much for all your hard work on The 65's branding and site. Everything looks absolutely FABULOUS — you just continue to impress me with each project.
The Sixty FiveClient Testimonial
Ready to build
the whole thing?
Your brand should work everywhere it lives — on screen, in print, stitched into the things your guests actually touch.