Welcome to Tortoiseshell Properties
Tortoiseshell Properties is a property management company that owns and rents out Airbnbs located in Savannah, Georgia. This company aims to rent out to tourists with families who are looking to explore the Savannah area. Generally, the intended patrons are in their 40s and have a high-level income. The company is named after the owner's cat, a tortoiseshell. This inspired the color palette and design of the logo. Tortoiseshell Properties’ locations feel welcoming and cozy to all renters. In addition, the company should also feel professional. Tortoiseshell Properties achieves this through their use of stationary, including a business card and letterhead.
The first round of logo designs all incorporated a house of some type. A color palette was decided and was combined in various ways across the designs to see which mix felt the best. Eventually, the third design was selected by the owner.
Some more variations on the design that was selected were sent to the owner to enable them to choose their favorite mix of colors, as well as what they wanted a potential negative to look like, and how they wanted their company's name to be incorporated.
The final logo uses the color palette derived from the fur of a tortoiseshell cat, and a splotchy pattern to mimic the pattern of their fur. The right side of the house moves into a TP shape to show the initials of the business. The font used for the logo is Montserrat.
The business card went through a few variations before reaching the final version. Initially, a more colorful version of the card was tried, but in the end, the business card only utilized the color on the back, with a simpler white front.
Finally, the letterhead went through few drafts, though most of them only involved small tweaks. The final letterhead is minimal and professional, while still incorporating the color palette.
All of these elements were approved and are currently being used by Tortoiseshell Properties. However, I personally felt as though I could push this brand further and updated it in an unofficial rebrand during a college project which can be found both on my website and on my Behance. It is important to note that only the items shown in this project are being officially used.
