West Pine
Eight years of hosting, finally bookable direct.
Joel and Breanne Crowe have hosted in inner-city Calgary for eight years, across more than a thousand guest reviews and a 4.85 rating. West Pine was the business they grew into: furnished residences managed for relocating executives, insurance placements, medical stays and group bookings, plus a management offer for owners who want their property looked after properly.
What they did not have was a way to take a booking. Enquiries were answered by hand and availability was sent as links, one guest at a time. The brief was an identity that could carry a boutique hospitality brand, a site that spoke to guests and property owners without diluting either, and a booking system that ended the manual work.
My role
Solo designer and build. Identity, art direction, interface, WordPress development, the Lodgify booking integration and launch SEO were handled end to end, so nothing was lost in a handover.
Quiet, warm, and built to hold a photograph.
Wordmark
Display and headings
Body and interface
From arriving cold to booking direct.
Arrive
An emblem animation resolves into a full-bleed residence, with one line stating what the company is before any navigation is needed.
Qualify
A who-we-serve grid lets a corporate traveller, an insurance placement and a group booking each recognise themselves immediately.
Choose
Residence cards carry neighbourhood, bedrooms, baths and sleeping capacity, so the comparison happens before the click.
Book direct
Dates and guests resolve against live availability, with the direct rate stated as carrying no channel markup.
The full experience.
A home page that states the standard
Wordmark, emblem and a single line of positioning over a real residence. The credibility strip underneath carries eight years hosting, 1,000+ reviews and the 4.85 rating where a visitor will actually read them.
Residences that compare at a glance
Each card carries neighbourhood, bedrooms, baths and capacity before the click, so a group of twelve knows in two seconds whether to keep reading.
A residence page built for a long decision
Gallery, award provenance, self check-in, pet policy and a full bedroom breakdown with bed configurations, because an extended stay is chosen on detail rather than atmosphere.
Six listings, one calendar
Two full residences and four self-contained suites, linked parent to child so a suite booking closes the whole-home dates automatically. Enquiries over thirty nights route to a person instead of the calendar.
Two audiences, one site
Guests need reassurance; property owners need to know who they are trusting with an asset. A partner path runs alongside the guest path without either diluting the other.
The parts you cannot see on the surface.
Lodgify booking integration
Six listings connected to live availability and rates, with parent and child calendars linked so suite and whole-home bookings never collide.
Enquiry forms and routing
Functional forms with email delivery, including a separate extended-stay path for reservations over thirty nights.
Conversion tracking
Google tag installed and verified sitewide, with an enquiry conversion that records only after a successful form submission.
Brand asset library
Logo delivered in vector masters plus high-resolution PNG and JPG, in dark, white and one-colour versions, with a README covering which file to use where.
Photography direction
AI-watermarked supplied images kept out of the build to protect authenticity, and a curated, watermarked marketing set prepared for the site and listings.
What changed at launch.
Figures describe what the build delivered. Traffic and booking results will be added once tracked.
These images show the website as delivered by Bareblink Studio. The live site may have been updated by the client since completion; any changes beyond that point were made independently.
Thank you so much — you have done an amazing job, and it truly feels like you’ve brought our business to life.
Joel Crowe, Co-founder, West Pine
What worked
- Designing the residence template before the rest meant every later page inherited a system rather than a style.
- Recommending against leading with the word luxury, and letting the photography and typography carry it instead, held up through every review round.
- Flagging the AI-watermarked photography early protected the trust the whole brand depends on.
What I would do differently
- Confirming the booking configuration before the design phase would have surfaced the six-listing calendar structure sooner.
- A short handover document would have saved a few small post-launch questions.
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