The Carly sits somewhere unexpected—between a private estate and a boutique hotel, offering thoughtful design and effortless living.

Set across 21 acres in Oregon wine country, it’s a place for long dinners, slow mornings, and the kind of time that feels just right when you’re in it. Intentionally designed and expertly detailed, The Carly gives you space to settle for an experience you’ll remember. Come with a plan, or don’t. Either way, it tends to work out.

The goal was to evolve the brand identity by blending high and low design influences—using an everyday plastic lawn chair as the foundation of the logo while maintaining a refined, European-inspired aesthetic that felt both playful and sophisticated.

The identity exploration began with three distinct creative directions, each inspired by a different interpretation of The Carly's character and sense of place. While the concepts shared a common visual language—including the iconic chair motif, a warm, nostalgic palette, and applications across signage and collateral—each approached typography, composition, and brand personality from a unique perspective. Following the initial presentation, the client selected Version 2 as the foundation for the final identity, whose approachable, playful character best reflected their vision for The Carly.