strategic brand partner for property & AIRBNB businesses
Hi, I'm Liis.
Brand Strategist & Creative director, and the founder of Sparkle Creative Studio.
Beautiful spaces have always captivated me. Whether renting or owning a home, I’ve been very intentional about curating them to feel like soothing sanctuaries, rather than just places to sleep at. Equally, since embarking on a full-time travel lifestyle 4+ years ago, the love and appreciation that I’ve always had for hospitality has taken centre stage.
Hospitality, to me, isn’t just about accommodation – it’s about atmosphere, the little details, and the overarching brand experience presented through all brand touchpoints. As someone with a deep appreciation of beauty and luxury environments, I pay attention to aesthetic coherence and notice subtle elements that make a place feel memorable, desirable, and worth choosing.
My professional background spans nearly a decade in marketing, communications, and PR. In 2021, I founded Sparkle Creative Studio to bring together strategic brand thinking with refined visual expression. I’ve recently made a deliberate pivot towards property, after repeatedly noticing the same pattern: beautifully designed spaces presented online in ways that undersell their true value.
Developments and luxury Airbnbs built with care, vision, and investment – yet marketed as a commodity: reliant on traditional real estate approach, booking platforms, treating Instagram as an afterthought, and lacking a clear identity and value proposition, despite operating at a level where differentiation and brand perception are what matter the most.
I now work with commercially-minded developers and Airbnb owners who understand that in a saturated market, doing what everyone else is doing and following the industry standard approach only gets you so far – and that a different kind of approach is required to stand out and capture discerning international audiences.
Through strategic positioning, distinct visual expression, and conversion-led digital presence, my work with boutique developers and luxury Airbnb owners is emotion-led, establishing them as premium brands on par with boutique hotels to increase desire and demand – whether measured in bookings or sales.
My approach
I don’t treat property and Airbnb branding as a list of design tasks to execute. Rather, I work at the level of vision and direction – seeing how positioning, brand story, messaging, visual expression and digital presence all come together before anything is designed.
As someone who understands how perception is shaped and recognises patterns others miss, my strength lies in combining psychology, aesthetics, and strategy to articulate a clear, cohesive direction for a brand. This means every decision – from visuals to Instagram to the website – is intentional, interlinked, and working toward the same goal: a brand that looks elevated, feels emotionally compelling, and is built to convert.
Not only does Liis have amazing technical skills, her attention to detail and commitment to excellence truly sets her apart. The website Liis designed exceeded all expectation. Her communication and collaboration skills were outstanding.
// KIRSTY RUSE
Ready to become a sought-after hospitality brand?
Let’s explore how we can partner to give your luxury Airbnb or holiday villa a competitive edge.