Case Study: Rebranding the Amelia Island Williams House

When Veronica Byrnes bought the Amelia Island Williams House, she saw what others might have missed. Beneath years of wear was a property with incredible bones, a story worth telling, and the potential to become something truly special. As an architect, she had the vision to restore the historic charm while modernizing every detail of the guest experience. What she needed was a partner who could translate that vision into a brand that would actually drive bookings.

Here's the thing about Amelia Island: it's beautiful, it's popular, and visitors have options. Seven other bed and breakfasts are within walking distance, all competing for the same travelers. A gorgeous property isn't enough anymore. Without the right brand positioning and marketing strategy, even the most charming B&B can disappear into the background noise.

Building a Brand That Reflects the Real Experience

The Williams House had a logo, but it wasn't telling the full story. We started with what was already there, an elegant fleur-de-lis from the original iron fencing that Veronica had thoughtfully woven throughout the property. Instead of starting from scratch, we built on that foundation. We expanded the icon, designed a custom pattern that tied the logo to the historic wallpaper in the common spaces, and developed a complete visual identity.

Because Veronica is a fellow creative, she gave us the freedom to push beyond the expected. We chose arsenic green paired with navy blue, a historically grounded palette that felt both authentic to the property's era and completely fresh. This wasn't about following trends. It was about creating something that honored the Williams House story while standing out in a crowded market.

Once the visual identity was in place, we made sure it showed up everywhere that mattered. From business cards to the tags on guest bathrobes, from the gift shop's custom tote bags to the website imagery, every detail reinforced the same message: this is a place where history meets thoughtful hospitality.

Strategy That Actually Moves the Needle

A beautiful brand means nothing if people can't find you. We worked with Veronica to build a complete marketing system designed around one goal: getting the right guests to book directly.

We refreshed their social presence with content that told the Williams House story in a way that made people want to experience it themselves. We built email campaigns that turned past guests into repeat visitors and introduced new travelers to what makes this property special. We optimized their website so people searching for unique Amelia Island stays would actually find them. And we ran targeted campaigns to reach travelers actively looking for boutique accommodations.

The results? Increased direct bookings, stronger online visibility, and occupancy rates that reflected all the work Veronica put into creating an exceptional guest experience. More importantly, the Williams House now had a brand and marketing presence that matched the quality of the property itself.

Why Most B&Bs Struggle With Marketing

We see this pattern all the time. Business owners pour everything into perfecting their product or service, but the marketing side gets pieced together without a real strategy. A logo here, a social post there, maybe some occasional ads. It's not enough, especially in competitive markets where visibility determines success.

The Williams House worked because Veronica understood that great hospitality and great marketing aren't separate things. They're two parts of the same guest experience. She invested in both, and it paid off.

If You're Ready to Stop Guessing and Start Growing

Whether you need a complete brand refresh or a marketing strategy that actually drives bookings, we're here to help. Let's talk about where your business is now and where you want it to go. Contact us for a consultation, or explore our portfolio to see how we help boutique hospitality brands build systems that work.