Branding for The Dolly House by COMO

The Problem:

COMO, one of Nashville’s premier Airbnb host companies, was gearing up to unveil its newest space. Aptly named The Dolly House, the new Airbnb played up iconic elements of Nashville through beautiful decor and vibrant colors. Our job was to develop a brand identity for The Dolly House and COMO at large.

The Strategy:

Our strategy was to back The Dolly House’s brand identity development with research from the Nashville rental market and Dolly Parton-themed attractions. We also ensured our strategy and tactics aligned with the expectations that COMO had in mind for The Dolly House.

The Tactics:

We began by researching other well-known Airbnbs in Nashville and Dolly Parton’s influence in the area. We wanted The Dolly House to feel unique but still imbue the things Nashvillians know and love about Parton (think iconic quotes, bold decor, and lots of pink!). 

From there, we hosted an in-depth discovery call with the COMO team to learn more about the parent brand and their hopes for The Dolly House. We aggregated that information and developed a series of deliverables, including a brand guide for COMO with suggested fonts, colors, tone, and usage suggestions, a similar brand guide for The Dolly House, a social media plan with graphics and captions, and a detailed influencer marketing plan.

The Results:

When we started with The Dolly House, the brand had 60 followers on Instagram and nothing posted. By the time our social plan and brand identity elements were implemented, its Instagram audience had grown to over 5,400 followers.