Custom Branding + Website Redesign for a
Vacation Rental Company Serving the Emerald Coast of Florida
Gibson Beach Rentals is a boutique, family-owned vacation rental company on Florida’s Emerald Coast. We’ve partnered with them since 2018, helping elevate their brand and marketing so they could stand out against national booking platforms like Airbnb and VRBO.
When it came time for a full rebrand and website redesign, Gibson wanted something modern, polished, and trustworthy; a brand that reflected their reputation for hospitality and professionalism while making it easy for guests to book directly.
They also chose to work with Scurto Marketing, an industry leader in vacation rental systems, to handle the technical implementation. Our role was to own the creative direction, delivering the full custom branding and website design and then working directly with Scurto’s team to ensure it was implemented with the right look, feel, and guest-first experience.
Client Goals
- Refresh their branding to make it feel polished and professional, while still reflecting the warmth of a family-owned business
- Create a website design that looked modern and trustworthy, something that didn’t feel like a cookie-cutter vacation rental template
- Make booking simple and inviting, encouraging guests to book directly instead of relying on OTAs like Airbnb and VRBO
- Work within the Scurto Marketing platform but keep the design vision intact, so the final site still looks and feels like Gibson
- Build a strong foundation that they can keep using and growing with, rather than needing a complete overhaul every few years
The Brand Direction
The goal was to create a clean, coastal-inspired brand identity that felt elevated yet approachable. We leaned into a bright, modern color palette and typography that reflected the Emerald Coast, and carried those choices into the digital design system.
Every page was designed with the guest experience in mind, making property browsing simple, booking straightforward, and calls-to-action consistent throughout the site. From homepage to property listings, the design reinforced Gibson’s reputation for trust and care while giving them a fresh, polished look.
Some of the choices we made:
- A custom brand identity with a coastal-inspired look and feel.
- A full website design, every layout and booking flow was designed by me and implemented on the Scurto Marketing system.
- Design oversight and collaboration with Scurto’s team to ensure execution aligns with Gibson’s brand.
Favorite Details
- A guest-first booking flow designed to make direct reservations easy and intuitive.
- A refined brand identity that carried across the website and marketing materials.
- 360° property and community tours, giving guests an immersive look before booking, photographed by my twin sister and business partner, aka amazing property videographer Tabatha Rowbatham.
- A balance of professional polish and family-owned warmth, helping Gibson stand apart from national platforms without losing their personal touch.
Together, we created:
- A custom brand identity with a coastal-inspired look and feel.
- A full website design, every layout and booking flow was designed by us and implemented on the Scurto Marketing system.
- A custom-built Property Management page was created from scratch when Scurto said they thought this wouldn’t be a custom build. We guided them with examples, edits, and refinements until the page met Gibson’s needs.
- 360° property and community tours, photographed by Tabatha, giving guests an immersive preview of Gibson’s vacation rentals.
The Outcome
The result was more than a new website. They walked away with:
- A brand and website that looked modern, professional, and polished, while still reflecting Gibson’s boutique, family-owned personality.
- A direct booking experience that provided guests a reason to book with Gibson instead of OTAs like Airbnb or VRBO.
- A better owner experience through the Property Management page, clearly outlining benefits, FAQs, and services in a way that elevated Gibson above competitors.
- A design foundation that provides Gibson a strong foundation to continue growing on for years to come.
