PROJECT DESCRIPTION: Rebrand a Oaxacan boutique hotel. Use a comprehensive design process including research, analysis, business strategy, and organization to create a brand identity program. Design the primary identity and apply it to a variety of brand touch points across media. Design a brand manual to understand who the brand is, what they stand for, and what they promise to deliver. Specify how to publish and fabricate elements of the brand identity system. This will guide how branded marketing materials are conceived and produced in the future.

EXECUTION: For Casa TO, I wanted to create a brand identity program that embodies the mission, core values and overall vibe of the hotel: a place where people go for peace, relaxation, and rejuvenation. The combination of the logo with the wordmark “rejuvana,” a magic spell of the spanish word for rejuvenate, creates a signature that is spa-like and encapsulates the overall mission of the hotel. The font is intentionally airy and light to emanate peacefulness, with the all caps and sans-serif representing the harsh lines and brutalist architecture that the hotel is composed of. Inspired by Oaxacan artwork, the logo features cultural patterns shaped into a water droplet, further representing the tropical setting and serene pool area. The brand manual expresses what the brand stands for, showcases its identity, and how to use it as a cohesive visual system across media.