Brosy Studio
"Crafting Connection: The Journey Behind Brosy Studio's Vision for Boutique Hospitality and Authentic Design"
Imagery by Brosy Studio
Text by Annika Bielig-Bussmann and Brosy Studio
A Creative Leap: The Story Behind Brosy Studio
When Rose and Britt, the sister-in-law duo behind Brosy Studio, set out to create their design studio, the foundation was already laid through years of hands-on experience and creative exploration. Rose, the founder of Waypoint Collective, built a career crafting boutique properties, blending her marketing and design background with a passion for hospitality. Meanwhile, Britt’s entrepreneurial spirit thrived in the worlds of floral design and vintage retail, honing her eye for aesthetics and her knack for storytelling.
The idea for Brosy Studio was sparked by a shared realization: boutique hospitality spaces had untapped potential in storytelling and branding. Travelers gravitated toward these types of properties for the charm and authenticity woven into every detail — but many brands were not telling that story.
In this interview, Rose and Britt share how community-driven hospitality spaces can cut through the noise and curate meaningful, relational and local experiences that help guests connect with cultures and each other in fresh and meaningful ways.
When did you officially start Brosy Studio, and what inspired you to take the leap into building your own design studio?
We officially launched Brosy Studio in 2023, but the seeds were planted years before. Rose was the founder and owner of Waypoint Collective, where she and her husband built and operated boutique properties like hotels, motels and vacation rental homes. She’s always had a knack for marketing, and before getting involved in the world of hospitality and real estate, she worked in marketing and design for science companies. After selling Waypoint, it felt like a natural transition to blend the expertise she gained and a design craft that she truly enjoys.
Britt shares a similar story, except she was working with all sorts of lifestyle brands as a social media manager and content creator. She’s been a creative entrepreneur in a few ventures, from owning her own floral design studio (Wildflower & Co.) to owning a popular and funky vintage shop (Honey Sol).
What is the story behind the name "Brosy?” How does it reflect your design philosophy or personal vision?
Brosy is a combination of our names, Rose and Britt. We thought about using “Bros” or some wordplay on the word “bro,” because we’re sisters-in-law! But we ended up loving Brosy. It felt more reflective of the heart of our mission: to bring thoughtfulness, fun, creativity and approachability to the hospitality industry.
What was your primary goal when launching Brosy Studio, and how has that shaped your approach to design today?
Our primary goal was to help boutique, community-oriented hospitality properties flourish. We see so many hospitality properties around the country that have amazing spaces and just need help telling their story with better visuals and copywriting. We also can’t help but keep our marketing and storytelling authentic and purposeful, and when brands share those values with us, magic happens!
In an industry dominated by big-box competitors, boutique properties really often need a strong visual identity to stand out. At Brosy Studio, we focus on uncovering the art and beauty of each business so that our work reflects a unique story and is also measurably beneficial to our clients.
For example, we partnered with a vacation rental in the Midwest to redesign and enhance their social media presence. By combining elevated content design and targeted strategies, we helped them increase their website visits by 150% in three months. This not only boosted their revenue but also strengthened their connection with travelers seeking unique, locally inspired experiences.
How do you guide hospitality clients in crafting narratives that resonate with their audience?
We start by uncovering their “why.” Why did they create their space? What do they want guests to feel? From there, we align their story with what their ideal guests are seeking — whether it’s an escape, an adventure or a connection to local culture. Through real content, bespoke visuals and nerdy data-driven strategies, we try to weave their personhood and story into every aspect of their brand.
What are the top three elements every hospitality brand should prioritize to create a lasting impression?
Authenticity and Experience: Guests remember experiences with brands that feel meaningful, connective, real and relatable.
Cohesive Visual Identity: Consistency across touch-points like website, social media and on-site experiences truly make for a holistically memorable guest experience.
Engaging Digital Presence: A user-friendly website, positive (and visible) online reviews and active social channels are key to reaching today’s travelers.
How important is the integration of design, digital presence, and guest experience in building a cohesive brand identity?
They’re pretty inseparable. Your digital presence is often a guest’s first impression, but the on-site experience solidifies their loyalty. When design and messaging align across every touchpoint, your brand is so much more cohesive. It’s intentional and hopefully then also memorable.
Are there any emerging trends in guest expectations that hospitality brands should prioritize in 2025?
Guests are prioritizing sustainability, tech-savvy convenience, and unique experiences. There’s an expectation of eco-friendly practices, seamless online booking and personalized stays that reflect the local culture.
Branding is becoming increasingly guest-centered. Travelers want personalized, meaningful experiences, so brands need to reflect that in everything from design to communication.
Your work highlights the importance of local partnerships. How do you recommend hospitality brands foster these connections?
Start small. Partner with local cafes, artists or guides to offer unique guest perks. Feature local products in-room, like locally produced soaps or locally roasted coffee. Curate guest guides with nearby activities or restaurants. Design your property with local materials and artwork to create a true sense of place. Highlight these collaborations in your marketing — it shows the community that you care and shows travelers that you’re invested in the community.
What role do local culture and community engagement play in creating memorable hospitality experiences?
Local culture is everything. It’s what sets boutique properties apart from big-box hotels. Guests want to feel immersed in the place they’re visiting. Partnering with local artisans, businesses and experiences helps create an authentic connection that guests won’t forget. People want to fall in love with the people and places we visit!