Identity and website for a tourist apartment company in Barcelona
In 2021, competing in the Barcelona tourist apartment market meant fighting against Airbnb, Booking, and dozens of local operators with vastly superior marketing budgets. YouStylish had something no massive platform can manufacture: its own history, a real team, and carefully selected apartments. The problem was that their visual identity and website didn't convey this.
The redesign had to solve a specific tension: being premium enough to justify a €500 deposit and a minimum age of 30 for certain properties, yet approachable enough so that the claim "a more human way of staying in Barcelona" didn't sound like an empty slogan. Elegance without coldness. Personality without informality.
Roles
A more authentic way to stay in Barcelona.
The identity was built on a warm, contained palette—reddish brown and orange—evoking natural materials and spaces with character, far removed from the usual corporate blues of the travel sector. Barlow Condensed supports the brand with solidity and readability, Boardwalk Ave Pen provides the human touch in the tagline, and Feijoa Display brings editorial hierarchy to website highlights without breaking the tone.
The web strategy was reorganized around three key decisions. First, making the team visible: Eva and Nacho with their own names and philosophy, turning "Our Family" into a real selling point. Second, structuring the catalog by Barcelona zones—City Center, Beach, Born, Sagrada Familia, Diagonal—using a decision logic for the traveler, not an inventory logic for the operator. Third, replacing generic stock photography with natural images and launching Guest Stories as a social proof channel in a narrative format, closer to a real experience than a TripAdvisor review. The booking engine was redesigned to reduce steps and visually align with the new system.
YouStylish went from a generic digital presence to a coherent and differentiated identity that visually justifies its premium-human positioning. The delivered brand manual standardized the system's use across all touchpoints, from the website to guest communication.