A studio concept exploring brand identity, guest experience, and creative direction for a modern desert wellness retreat built for restoration, beauty, and creative stillness.
Client
Casa Piedra
year
2025
role
Brand Identity, Guest Experience, Print Collateral, Web Design
Project Description
Casa Piedra is a luxury desert retreat tucked into the landscape of Joshua Tree. Designed for creative travelers, founders, and seekers, the space blends architectural restraint with rich sensory detail, pairing wellness offerings with a minimalist desert aesthetic.
01. Context + Background
Set against the raw beauty of Joshua Tree, Casa Piedra is envisioned as a luxury wellness property where every detail is intentional, from the playlist in the sauna to the scent of the guest towels. Guests come here not just to rest, but to reconnect to their senses, their creativity, and the land.
The brand needed to reflect that balance of creative minimalism and soulful warmth, appealing to aesthetes, founders, and wellness travelers alike.
01. Context + Background
Set against the raw beauty of Joshua Tree, Casa Piedra is envisioned as a luxury wellness property where every detail is intentional, from the playlist in the sauna to the scent of the guest towels. Guests come here not just to rest, but to reconnect to their senses, their creativity, and the land.
The brand needed to reflect that balance of creative minimalism and soulful warmth, appealing to aesthetes, founders, and wellness travelers alike.
02. My Role
As the concept designer and creative director, I developed the brand’s full visual and experiential system.
Built the brand identity: logotype, color palette, typography
Designed printed guest materials: in-room rituals, spa menus, sauna cards
Curated sensory touchpoints: scent branding, playlist curation, textures
Designed a Framer-based digital booking experience with editorial tone
Created flexible assets for future expansion: wellness retail, chef residencies, sound baths, and artist-in-residence programming
04. Approach / Solution
Casa Piedra's visual identity centers around simplicity with soul. A custom serif logotype sits quietly in negative space, paired with a restrained palette: pumice, clay, basalt, bone. Typography and layout mirror slow breathing: wide margins, soft contrast, deliberate hierarchy.
Guest materials are treated like art objects, sauna ritual cards on recycled cotton stock, matchbooks with coordinates printed on the back, sound bath invitations with hand-drawn illustrations. The Framer site mirrors the experience: clean, immersive, editorial.
05. Results / Impact
Developed a hospitality brand positioned for editorial features, lifestyle partnerships, and full property bookings
Built a scalable identity that could expand into wellness retail, chef programming, and content publishing
Attracted high-end travelers and creative professionals seeking a design-first retreat
Positioned Piedra House as a new kind of luxury, intentional, sensory, and elemental
