Lumara Escapes

Brand Identity | Marketing Design | Strategy

Designing Dual Marketing Funnels for Travelers and Property Owners

Lumara Escapes is a boutique travel booking platform that connects travelers with intimate, restorative, design-led properties worldwide. In a 10-day sprint, I built two complete marketing ecosystems, one for travelers and another for property owners, each with a distinct funnel, messaging strategy, and visual language, all within a single cohesive brand identity.

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Smartphone mockup of the "TasteVoyage" app featuring a "Local Eats" street food crawl card with a 4.7-star rating and category filters below a vibrant hero image of bubble waffle cones.

Role

Solo Brand, UX/UI, Marketing Designer

Timeline

10 Day Sprint

Tools

Figma, Figjam, Canva

Challenge

Lumara Escapes needed to market to two fundamentally different mindsets within a single brand identity. Travelers are led by emotion and sensory experience; they want to feel something. Property owners are led by logic and financial proof; they want to see numbers. Each audience required a tailored message and a distinct customer journey without the brand feeling split or inconsistent.

Objective

Deliver two complete marketing ecosystems, fully optimized for their audience's decision-making mindset, fully responsive across web, email, and social channels in both light and dark modes.

Design a traveler funnel that moves from inspiration to a loyal return guest
Design a property owner funnel that positions Lumara as more profitable than major booking platforms
Maintain a single cohesive brand identity across both journeys
Deliver all assets across landing pages, email flows, and social media in a 10-day sprint

Process Solution Impact Reflection

Process

Research & Audience Definition

Before any decisions, I mapped the two audiences at a mindset level. Travelers (represented by Maya, 28) make decisions emotionally; aspirational imagery, sensory language, and a sense of discovery drive them forward. Property owners (represented by Michael, 42) make decisions logically; commission comparisons, control, and revenue proof points move them to act. A SWOT analysis confirmed Lumara's best competitive positioning: lean into boutique scale as a feature, not a limitation. Being intentionally smaller and more curated is the brand's strongest advantage over Airbnb and VRBO.

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Travelers and property owner personas defining the emotional vs logical decision-making split, and SWOT analysis confirming boutique positioning as the core competitive advantage

Brand Strategy & Wireframes

Before designing any layouts, I established the brand foundation: color palette, typography, tone of voice, and photography mood to ensure both funnels felt like one brand, even when speaking to different audiences. For the traveler landing page, I explored four hero layout variations. V4, a staggered magazine-style layout, won: for this brand, speed wasn't the goal, connection was. The slow eye movement and intentional white space communicate quality and curation before any copy is read. Wireframes introduced real copy early, which revealed where the emotional story was landing and where the logical proof points needed strengthening.

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Brand board establishing the visual foundation across both funnels, and four traveler hero layout explorations with V4 selected for its premium, discovery oriented pacing.

Solution

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