Client Story: How Knotty Pine Design Is Rewriting The Rules Among Short-Term Rental Designers — and How We Helped Refine Her Brand and Build a Stand Out Website

Here's a behind-the-scenes look at how we partnered with a business owner who is rewriting the rules about designing short term rentals with the use of design-forward second hand and vintage furniture + decor. And how we brought her vision to life through a dynamic branded website.

Meet Christina Melander: sustainability advocate and interior design extraordinaire.

Christina from Knotty Pine Design approached us with a vision that immediately resonated. Her philosophy of transforming spaces through carefully sourced vintage and thrifted pieces—creating interiors that feel both personal and full of character—reflected our own commitment to sustainability and helping businesses express their authentic identity.

Christina's journey into the world of short-term rental design began organically. After setting up two of her own vacation rentals, she discovered something special: her decades-long passion for hunting down vintage furniture, thrifted art, and unique home goods had evolved into a legitimate business skill.

What makes Knotty Pine Design stand out in the short-term rental design space is Christina's commitment to creating spaces with character—without breaking the bank. Her design philosophy centers on infusing properties with history, whimsy, and intrigue through carefully curated vintage pieces. It's the antithesis of the cookie-cutter Airbnb aesthetic, and her approach resonates with hosts who want their properties to feel authentic and memorable.

The Challenge: Communicating a Unique Vision Online

Christina came to Unlock Collective with a clear challenge: how do you translate the warmth and personality of sustainably designed spaces into a digital presence? She needed a way to connect with other short-term rental hosts who shared her vision for creating stylish, eco-conscious properties through vintage design.

Beyond attracting design clients, Christina also wanted to build a community. She had valuable insights to share through blog writing and wanted to engage with fellow vintage enthusiasts and sustainable design advocates through an email newsletter. But without a cohesive brand identity and website, her message was getting lost.

Our Collaborative Brand Refinement and Website Design Process

We kicked off the project with what we call our discovery phase—getting to know Christina, her design aesthetic, and her business goals. Through collaborative conversations, we identified the core essence of Knotty Pine Design: accessible, sustainable design that celebrates the unique character of vintage treasures.

Developing a Brand Identity That Feels Like Home

For Knotty Pine Design's brand refinement, we focused on creating a visual identity that reflected Christina's approach: bright yet soft colors that feel inviting and approachable, just like the spaces she designs. The brand needed to communicate professionalism while maintaining that warm, eclectic vibe that makes her work so distinctive.

We developed brand guidelines that Christina could easily apply across all her client touchpoints—from proposals to social media to her new website. The goal was to create consistency while giving her the flexibility to let her personality shine through.

Building a Website That Works as Hard as Christina Does

The website design process was all about creating a digital home for Knotty Pine Design that would serve multiple purposes. We needed to showcase Christina's portfolio of completed projects, provide a platform for her blog content, and make it easy for potential clients to understand her services and reach out.

We built the site on a user-friendly platform that Christina can manage herself—because we believe in empowering our clients to maintain their own digital presence. The website features her stunning design work prominently, with intuitive navigation that guides visitors whether they're looking for design services, seeking inspiration, or wanting to join her email newsletter community.

The Result: A Digital Presence That Attracts the Right Clients

Today, Knotty Pine Design has a brand identity and website that authentically represents Christina's unique approach to sustainable short-term rental design. The bright, approachable aesthetic draws in property hosts who are tired of generic design advice and are seeking something with more character and environmental consciousness.

Christina now has a central hub for sharing her expertise through blog posts, growing her email newsletter community, and connecting with clients who value sustainable design choices. The website makes it clear what Knotty Pine Design stands for and who Christina serves best—taking the guesswork out of whether she's the right designer for someone's project.

Why This Project Matters to Us

Working with Knotty Pine Design was a perfect example of what we love about supporting small businesses. Christina is building something meaningful—helping people create memorable, sustainable spaces while keeping vintage treasures in circulation instead of adding to landfills.

Her commitment to accessible design (you don't need a massive budget to create something beautiful) and environmental responsibility aligns with our values around supporting businesses that are making positive impacts in their communities.

Interested in Brand Design or Website Development for Your Creative Business?

If you're a small business owner or entrepreneur who needs help communicating what makes your business special, we'd love to chat. Whether you're in the design industry like Christina or you're bringing your own unique vision to your field, we specialize in creating authentic brand identities and functional websites for businesses that want to stand out.

Our collaborative process is designed to feel fun and empowering, not overwhelming. We guide you through strategic decisions while ensuring the final result genuinely represents your vision and connects

This is exactly what we mean when we talk about creating authentic brands and websites for small businesses. We're not here to make everyone look the same. We're here to help passionate professionals like Amber share their gifts with the world in a way that feels genuinely, unapologetically them.

Ready to Create Your Own Standout Brand?

If you're a small business owner or entrepreneur who needs help sharing your story online, we'd love to chat. No matter the industry, we specialize in brand design and website development that helps you stand out by embracing what makes you different.

Our collaborative process combines strategic thinking with creative design to build brands and websites that don't just look beautiful—they work effectively to connect you with your ideal clients.

Schedule a discovery call to explore how we can help bring your vision to life.