All-inclusive, redefined.

The Ask

Our client asked us to help them develop an all-inclusive hospitality experience that appealed to a younger, more travel-savvy consumer. The goal was to capture this traveler’s hunger for discovery and curiosity while delivering on the perks and indulgences of a classic luxury resort. We saw a unique opportunity in the market to rethink the All-Inclusive and create a new kind of boutique hotel brand.

The Solution

We created a one-of-a-kind, hospitality experience that balances relaxed luxury with local immersion, prioritizing local-inspiration and guest immersion. Beginning with their Rivieria Maya property, Unico 20˚87˚, we rooted the brand and its experiential programming in the DNA of the region, taking a contemporary lens to Mexican artisanship and culture. Rather than leveraging traditional All-Inclusive trappings, we focused on embracing the world beyond the hotel’s walls to draw in a curious guest who seeks to dive in wherever they go.

What I Did…

BRAND STRATEGY, CONCEPT DEVELOPMENT, NAMING, MESSAGING, PHOTOGRAPHY CREATIVE DIRECTION, ACCOUNT DIRECTION

Defined the brand.

I developed a brand platform that helped shape the internal messaging as well as extended it into core consumer-facing copy.

I also named and defined the narrative for all seven on-property restaurants and bars.

Collaborated on concept and creative direction for marketing photography.

I worked with a producer and creative team to concept and execute a photoshoot, with the end goal of delivering branded photography to be used for marketing materials, social and web.

Collaborated on the visual identity concept.

I collaborated with the graphic design team to come up with a visual story that brought the brand idea to life and extended across a comprehensive identity system and collateral package.