Chosen
Driftwood Properties, a luxury vacation rental management company in Santa Barbara, had scaled rapidly—but the brand couldn’t keep up. The name and visual identity no longer reflected the premium market the company served or the national expansion ahead. Savy partnered with the founding team to build Chosen from the ground up: a new brand name, voice, visual identity, custom website, email marketing infrastructure, and comprehensive go-to-market strategy. The result is a brand built for the luxury market it serves and the growth it’s heading toward.
VISIT WEBSITEBrand Naming & Identity
Savy developed the new brand name as part of a full rebrand, researching trademark availability, evaluating domain options, and presenting a curated slate of candidates built around the brand’s core positioning: curation over volume. Chosen emerged as the clear winner, a name that communicates selectivity and distinction while supporting a location-based architecture designed for multi-market expansion as the collection grows across California and beyond.
With the name established, Savy developed a brand voice framework rooted in three characteristics: intentional, connected, and undeniably luxurious. The voice speaks to homeowners who expect their property to be treated as exceptional and guests who refuse to settle. The positioning statement, “The consistency of luxury hospitality. The restoration of a retreat,” anchors Chosen as one of the first vacation rental management brands with wellness built into its core identity.
Savy then developed a sophisticated visual identity system designed to reflect Chosen’s blend of coastal warmth and premium refinement. The palette draws on deep neutrals and earthy gold tones that evoke the Santa Barbara landscape without feeling regional. Typography choices balance editorial elegance with approachability. The logo and identity system were built to work seamlessly across digital and physical touchpoints, property signage, welcome materials, social media, and the website, while maintaining the polish that luxury homeowners and guests expect.
Website Design & SEO Copywriting
Savy designed and developed a custom WordPress website integrated with the Streamline VRS, the vacation rental software platform. The site needed to accomplish two things simultaneously: attract luxury homeowners considering professional management and convert guests searching for premium vacation rentals in Santa Barbara. We built a property browsing experience powered by Streamline’s backend while delivering the design quality and brand storytelling that a templated booking platform could never support. Lead capture functionality, including a homepage pop-up offering 5% off direct bookings, was woven into the user experience to drive conversions and build a subscriber base.
Every page was built with a defined keyword strategy targeting both guest-facing search terms (luxury rentals Santa Barbara, vacation rentals with sauna) and homeowner-facing queries (vacation rental management Santa Barbara, luxury property management). Savy wrote all on-site copy to reflect the Chosen brand voice while optimizing for organic search performance. The content architecture positions Chosen to compete in traditional search results and AI-generated answers as the brand scales into new markets.
Go-To-Market Strategy
Savy delivered a comprehensive go-to-market strategy to support Chosen’s rebrand launch and aggressive growth targets. The strategy covers paid advertising across Google and Meta, social media marketing across Instagram and LinkedIn, content marketing, email marketing with segmented automated journeys, strategic wellness partnerships, and PR outreach to publications like the Montecito Journal and 805 Living.
Paid campaigns were structured around dual audience targeting: guests searching for premium stays and homeowners evaluating management options. The email marketing system was designed with an automated welcome series for both homeowners and guests, a booking confirmation flow with pre-arrival details and post-stay follow-ups, and a monthly newsletter template built to deliver value through property highlights, wellness content, and partner spotlights. The GTM plan also includes a partnership framework connecting Chosen with local wellness practitioners, private chefs, and experience providers to reinforce the wellness-first positioning that’s built into its core identity.
