Behind the Brand No. 002: Minot Mist
In July, I was invited to a dinner hosted at the property, where I first met Monica, the owner. Amanda @amandabytheshore and Kate @domestikateblog put together such a beautiful evening, starting with a full tour of the property by Monica, the property owner, before dinner.
And the tour alone was an experience. There were three goats on the property, a salt cave, the long dock, the river, and so many beautiful little spaces to discover throughout the house and grounds. Every corner seemed to have something unexpected. It was fun, thoughtful, and completely different from anywhere I had been before.
The entire night was so well done, and we left really understanding what made the property special. But as we talked more about the house, there was one piece that didn't quite connect. The existing name, Gulph River Island, didn't capture the personality of the space or the experience Monica was creating there.
That conversation sparked the idea of giving the property an entirely new identity.
Not long after, Monica and I began working together on a full rebrand, from exploring a new name and developing the visual identity to creating brand guidelines and planning how the new brand would eventually make its debut on Instagram.
And that was the "beginning" of Minot Mist, Retreat Property.
Finding the Right Name
Naming was one of the biggest parts of this rebrand, and the process took an unexpected turn. We explored a long list of possibilities for the property, looking for something that felt connected to the setting, the experience, and Monica's vision for what the house could become.
At the same time, Minot Mist had actually been the name of a completely separate business. The original plan was to retire the name and move in a different direction altogether.
But as we continued exploring names for the house, I came back to it. Minot Mist felt like it belonged here. I suggested we pivot, bring the name back, and give it a new home as the name of the property itself. It immediately felt right.
“Minot” gives the brand a sense of place and connection to the Scituate coastline, while “Mist” captures the softer, peaceful, almost ethereal feeling of the property. What was originally going to be a name we left behind ended up becoming the perfect starting point for the entire rebrand.
Building the Visual Identity
Once we had the name, it was time to create the world around it.
From the beginning, Monica wanted the brand to incorporate some type of gradient, which gave us an exciting starting point for the visual direction. Rather than using a gradient just for the sake of color, we wanted it to feel connected to the property itself.
We began exploring sunrise and sunset-inspired palettes, pulling in soft purples, warm oranges, golden yellows, and sandy neutrals that reflect the changing light over the water.
It was also really important to Monica that the logo include some of the elements that make the property so special. We looked directly to the property for inspiration, ultimately incorporating the river, the geese, and the long dock into the identity.
Rather than illustrating these elements literally, we simplified them into organic details that could work together as one cohesive mark. The result is a custom logo suite, color palette, typography system, gradient treatment, and complete brand style guide that feels personal to the property while still being warm, elevated, and distinctly Minot Mist.
A Different Kind of Coastal
With Minot Mist, we wanted the brand to feel connected to its coastal setting without falling into the traditional New England coastal look.
Instead of the expected navy blues, nautical icons, and classic seaside elements, we took a softer and more unexpected approach. The sunrise and sunset-inspired gradient, organic line work, and refined typography give the brand a sense of warmth and movement while still feeling calm and elevated.
There's a little bit of whimsy to it, but it still feels sophisticated and intentional. The end result feels like the property itself: peaceful, welcoming, colorful, connected to nature, and completely its own.
Creating a Brand That Could Grow
Another important part of the rebrand was making sure Minot Mist could grow alongside the property.
Minot Mist isn't just a vacation home or retreat space. The property can be experienced in so many different ways, from retreats and vacations to weddings, private events, and gatherings. The identity needed to work across all of those experiences without feeling too specific to any one of them.
We created a flexible logo suite with primary and secondary marks, supporting brand elements, typography, and colors that could be used in different combinations while still feeling cohesive.
The goal was to create an identity that could easily move from the website and Instagram to signage, event materials, merchandise, and whatever comes next for Minot Mist.
Planning the Launch
Once the new identity was complete, we wanted to be thoughtful about how Minot Mist was introduced.
Monica was working with Amanda to launch the property on Airbnb, so we intentionally waited until the listing was live before unveiling the updated Instagram. This gave the launch a clear call to action, allowing people to discover the new brand, explore the property, and immediately book a stay.
With Airbnb live, we rolled out the refreshed Instagram with branded content introducing Minot Mist, the new identity, and the many ways to experience the property. It was the perfect final step in bringing the rebrand to life.
Welcome to Minot Mist
This is one of my favorite parts of branding: watching all of the individual pieces finally come together.
What started as a conversation over dinner became a full rebrand, giving the property a new name, a new visual identity, and a foundation for everything that's still to come.
And maybe my favorite part of the process is that the final name wasn't really new at all. It was a name we almost left behind, until we realized it had simply been waiting for the right home.
Welcome to Minot Mist. A place to retreat, gather, celebrate, connect, and simply be.
Project Scope
Naming Strategy • Full Brand Identity • Logo Suite • Color Palette • Typography • Brand Style Guide • Instagram Launch Planning.
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Stay Salty,
