Behind the Brand Feature: Casa Joshua Tree
I met Lindsay Hollinger a little over a year ago at the first “work sesh” in LA hosted by Bossladies Magazine. I went to meet other inspiring entrepreneurs as I was beginning my business and I was drawn to Lindsay because she’s built her brand on a dream she had for how she wanted to live her life and use her creative energy.
This is why I asked her to be one of my guest speakers at my upcoming January 20, 2018 Brand Clarity Workshop in Santa Monica. She’s created an intentional brand that truly resonates, and having brand clarity is a vital tool she uses to grow.
Keep reading and meet Lindsay… an artist, designer and the creator of Casa Joshua Tree. This is just a sneak peek behind her brand and she’ll be sharing even more at the upcoming workshop if you want to grab a ticket here and come and meet her in person!
WHEN WAS CASA JOSHUA TREE BORN, AND WHY DID YOU START IT?
In summer of 2014, I went freelance and left my corporate job as an Art Director. I took time to travel, and when I returned home to California, I wasn’t ready to return to full-time office life. I wanted wide-open space, a low cost of living, to be close to Los Angeles, and have some freedom to work on my own projects. I visited Joshua Tree in the spring of 2015, and it clicked for me: this was my place. By summer, I was renting a little apartment in town and looking for a house to buy. I made an Instagram account to document my renovations on my home, and Casa Joshua Tree was born. It continues to evolve. I was surprised how profoundly Joshua Tree affected me. I am deeply rooted there now, and Instagram has been a wonderful hub connecting me to many amazing people. Now, the brand is more than just a place or Instagram account, and I’m so excited for the growth.
CAN YOU DESCRIBE WHAT CASA JOSHUA TREE IS AND WHAT YOU OFFER THERE?
Casa Joshua Tree is a lifestyle brand that is about sharing creative energy, minimalist design, and infusing a bit of desert magic into your casa (wherever you live). In a physical sense, it is my home and art studio. I designed the space to embody my brand. I host workshops and events there, and it’s available to rent occasionally on Airbnb.com.
In the future, I am expanding to include products, experiences, and whatever else I dream up.
HOW IMPORTANT DO YOU FEEL BRAND CLARITY IS FOR YOUR BUSINESS?
Extremely important. There lots of folks out there with rentals in Joshua Tree, and tons of artists and creatives with lifestyle brands. We are living in a time of extreme creativity, consumerism, and visual saturation. Social media is a wonderful tool but is so overwhelming sometimes. Being clear on what my brand is about helps me make choices that reflect who I am and my purpose, both online and off.
WHAT 3 “KEY BRAND WORDS” BEST DESCRIBE CASA JOSHUA TREE?
Natural, bright, creative
WHAT BRANDS INSPIRE YOU MOST?
It’s a revolving portfolio of brands and people, but right now I am thinking about:
Whitney Leigh Morris and the Tiny Canal Cottage
Whit and I went to high school together. She inspires me with the life she has created for her family and the genuine love she shares with her Instagram fam. Watching her grow has been a joy and inspiration, and honestly I learn so much from her!
A home textile company that speaks to my heart. Their rugs & pillows are stunning. I am saving my pennies to buy a big rug! Beautiful craftsmanship, incredible styling and brand development, and socially conscious to boot. It’s my fantasy to do a design collab for a Casa Joshua Tree x Pampa rug collection.
The Stockman sisters are doing something right. They’ve built a company, a loyal fan base, and been featured just about everywhere! Their style is beautiful, and their pieces are heirloom quality. What is even more astounding being that their process is entirely analog, from sketch to completed product, everything is done by hand. Incredible!
[ Check out their website ]
WHAT’S THE BEST PIECE OF ADVICE YOU’VE LEARNED FROM A FELLOW ENTREPRNEUR THAT’S HELPED YOU WITH YOUR BRAND?
It’s a doubleheader: 1) Edit and 2) Stick with it (it takes time)
“Edit” is from Whitney. As a visual person, I love so many things. SO MANY THINGS. But as a business and a brand, that’s confusing for people. Our audience needs some consistency (myself included) so when I set some boundaries and rules for how to edit my visuals - it helped immensely. I don’t know if she ever said “edit!” to me directly (probably she did?) but watching her success showed me the power of keeping it simple.
And “stick with it (it takes time)”- this bit of wisdom has come from a couple people, but most notably Grace Bonney from designsponge.com. I have been reading that blog since forevaaaaah. So long! This advice is shown through action (and I’m sure she has probably written and said it many times though). It takes time to build a brand and success on your terms. Most people give up quickly. If I can build something and stay with it, refine it, nurture it, and love it, chances are it will grow. Maybe not in the direction I expect, but it will grow if I put in the time and stick with it.