Portico–a collection of unforgettable vacation moments
Portico Club is a private club focused on luxury vacation experiences. It offers members access to a portfolio of luxury vacation homes and personalized travel planning services. The club was launched by Exclusive Resorts and provides a way for members to enjoy high-end accommodations in desirable destinations.
the challenge —In 2013, Inspirato and Portico Club combined, offering members increased choice and added flexibility. Portico Club’s Collection of 350+ incredible, spacious homes in highly sought-after destinations. From a historic villa in the heart of Florence, Italy, to a sprawling seaside cottage on Nantucket—no matter where you go with Inspirato, you’ll feel at home.
Tandem was asked to develop a positioning and narrative, design an elegant visual identity, and catalogue with Portico Club's vast network of homes as its centerpiece. Tandem conducted on-site charrette sessions with senior management and shareholders and delivered tangible results year to year.
We were initially asked to help with a catalogue design, but the project soon evolved into a complete rebranding from the ground up—beginning with some surveys and brand positioning analysis, the move to a new name, Encounters, and finally a masthead and design system.
As part of the Portico Club Collection, we wanted to better reposition the company's unique selling proposition—sure, other companies could talk about "quality" and "great taste" but no other company could boast such an extensive network of luxury vacation destinations worldwide.
Rather than taking the traditional 'catalogue' style approach, we went with a more moody lifestyle vibe, with an almost day-in-the-life feel from different parts of the world. We wanted to evoke a feeling of 'home' and calmness with a good measure of sophistication.
We worked closely with management in creating branded positioning and narrative across all of its properties.
We began our process by reviewing more than 10,000 photographs from over 350 properties worldwide. Each property, each location, was catalogued and organized in a journalistic fashion as a way to showcase each location’s unique character, culture, and beauty. It was this story-driven approach that laid the foundation and structure for many years to come.
