Seaflowers: Building a premium brand with national profile
Seaflowers is my own business and the clearest proof point of how Seaflowers Studio works. From positioning and story through to brand, communications, PR and growth, this is what happens when the different parts of a business are built around one clear story.
The challenge
Seaflowers was an established, family-run B&B, purpose-built by my parents through the renovation of my grandparents’ bungalow. When I took over the business, the challenge was to redefine what Seaflowers was, who it was for and why people should choose it.
The business had evolved beyond a traditional B&B into a premium holiday home and retreat venue, so the brand and communications needed to evolve too. I needed to create a clear and distinctive position, build recognition beyond Devon and turn that profile into sustainable demand.
My challenge was to:
Reposition an established property with clarity and credibility
Define a distinctive brand rooted in the Devon coastline, connection and considered luxury
Build national visibility without a marketing budget
Create a brand strong enough to support accommodation, retreats and future growth
Balance short-term bookings with long-term brand value
Reduce reliance on online travel agencies and grow direct demand beyond the peak season
Strategy: Finding my story
The starting point was understanding what Seaflowers could be known for, beyond simply being a beautiful place to stay. I looked at the experience I could offer, the people I wanted to attract and the things that made Seaflowers genuinely different. That led to a clearer position around coastal calm and thoughtful luxury: a place for people to slow down, reconnect and spend meaningful time together.
From there, I defined:
Who Seaflowers was for, and what they were looking for
What made my business different from a traditional holiday rental
The value and experience I offered
My personal story and positioning that could connect all of this
The messages and tone I needed to communicate consistently
This gave Seaflowers a clear strategic foundation for the brand, communications and growth that followed.
Delivery: Building my brand and earning attention to drive growth
Building my brand
Partnering with The Seaflowers Collective, I turned the new positioning into a distinctive brand that people could see, experience and remember.
Developed the visual direction and creative expression for Seaflowers with artist Bert Fowler, which then evolved with Tash Smith-Langridge
Built a new website and customer-facing communications around the new story
Commissioned Sue Porter to create photography that captured the property, setting and experience, and my own personal brand journey
Worked with Tash Smith-Langridge to design guest assets and promotional materials
Applied the brand consistently across all customer experience and marketing
Earning attention
With the story and brand in place, I used them to build profile and demand.
Developed a PR and communications strategy around my business and its story
Identified stories and media angles that would make Seaflowers relevant
Built relationships with journalists and pitched national and regional media
Created content and opportunities that demonstrated the guest experience
Used my own personal story to build wider profile and thought leadership
Results and impact
Seaflowers has grown from a family-run B&B into a nationally recognised premium holiday home and retreat brand, with strong direct demand, exceptional guest satisfaction and a growing reputation beyond Devon that supports long-term growth.
Profile and reputation
National, regional and specialist coverage across The Telegraph, The Times, The i Paper, Devon Life, Coast Magazine and Outdoor Swimmer Magazine
Founder and business stories continuing to generate visibility long after publication
9/10 expert review from The Telegraph
5.0 rating on TripAdvisor, ranked No.1 speciality accommodation in the local area with hundreds of five-star guest reviews
A growing profile for both Seaflowers and my expertise in building and growing a small business
Commercial growth
68% of guest bookings now generated directly, reducing reliance on OTAs
Regular inbound booking enquiries directly referencing press coverage
A full booking calendar, as much as a year in advance, and sold out retreats
A clear halo effect supporting direct bookings, retreats and repeat stays
What the press says:
“Seaflowers oozes originality… Slick and spacious rooms overlooking a picturesque creek have here been thoughtfully curated... Suzy has attempted to address every need you could ever have when staying away.”
— Coast Magazine
“A collaboration between a third generation guesthouse owner and South Hams artist has led to a unique holiday offering… the ethos behind Seaflowers has played a core part in its transformation.”
— The Telegraph
“A bright and lively place to stay in a dreamy location on the creek with amazing views… We loved our stay and found Seaflowers to be the ideal ‘jumping off’ point for time spent exploring the coastline of the South Hams.”
— Devon Life
Guest reviews and feedback:
“One of the best places we have ever stayed… Set in a beautiful location, Seaflowers is finished to an exceptional standard, with thoughtful touches throughout that made our family stay both easy and memorable.”
— Yee Tak, stayed November 2025
“What a house. What a view. What a place… The setting, the space and the attention to detail meant we wanted for nothing, and Suzy’s care and responsiveness made the whole stay feel effortless from start to finish.”
— Andy, stayed July 2025
“A family experience we will cherish forever… from the moment we arrived, Seaflowers felt calm and welcoming, with exceptional care from Suzy and thoughtful touches throughout that made our stay effortless, comfortable and deeply special.”
— Emma stayed November 2024
Services
Find Your Story: Discovery, audience and competitor insights, positioning, differentiation and value proposition, messaging, founder positioning, tone of voice and communications principles
Build Your Brand: Brand identity, verbal identity, photography, website design and build, social media direction, creative content and assets
Earn Attention: Communications and PR strategy, media pitching, thought leadership, founder profiling
Timeline
2024
Discovery, Story and Brand development
Featured in The i Paper – “17 of the UK’s most exciting new hotels”
Accommodation review – Coast Magazine
Founder story – The Times
Accommodation review – The Telegraph
2025
Retreat features – Devon Life, Coast Magazine and SouthHams.com
Founder coverage – The Telegraph and The Sun
Editorial by-line – SouthHams.com
2026
Founder features – The i Paper, The Daily Mirror, The Daily Express, Devon Live, PR Week, BBC Radio Devon and The Daily Express
Retreat features – Outdoor Swimmer Magazine x2, Devon Life and SouthHams.com
Regional coverage – Athena Magazine, SouthHams.com, Dartmouth Chronicle, Ivybridge & South Brent Gazette, Totnes Times and Kingsbridge & Salcombe Gazette
Ready to find your story?
If you know you’re great at what you do, but struggle to articulate what makes your business different and why people should choose you, let’s talk.