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Full Brand Experience
Naboa Hotel

Creative Direction
Branding
Web Design
Photography
Social Media
Launch Event

In collaboration with:
[Architecture] Jacques Studio
[Interior Design] Studio Wenden
[Landscape] Hugo Sanchéz
[Arch. Photography] César Béjar

Intro

Naboa is a concept that merges hospitality, culture, and storytelling into an immersive experience. More than a hotel, it is an invitation to pause, connect, and explore—where every detail, from space to narrative, is thoughtfully curated to feel purposeful, cohesive, and inspiring.

Goal As creative director, our role with Naboa was to shape how its identity would be strategically communicated—across branding, signage, imagery, digital and physical presence, and pre-opening initiatives. A series of coordinated actions were developed leading up to the launch, including social media strategy, a pre/post-launch website, newsletters, and a curated event for the grand opening. The visual storytelling drew inspiration from Tulum’s natural elements, translating them into a narrative that evokes discovery, intentionality, and a deep connection to the environment.

The website was designed to feel like an archive folder—a collection of memories captured during the guest stay, evoking a nostalgic sense of belonging and cherished moments. The pre-launch single-page website highlights the newsletter subscription, part of the marketing strategy for the grand opening.

For the signage, the goal was to ensure it felt intentional and intrinsically connected to the space. Drawing inspiration from the architecture and surrounding white rock, the material became the focal point. Guided by a Wabi-Sabi philosophy—which celebrates imperfection, natural textures, and the ephemeral beauty of materials—the stone is presented atop a podium as a central sculptural element, almost like a museum exhibit, celebrated for its raw form as gifted by nature. Natural elements were intentionally arranged to retain their rawness, creating the impression that Mother Nature is reclaiming the space, in harmony with the overall hotel design.

Two distinct photoshoots were developed to visually communicate the Naboa brand. The first captures the hotel’s surroundings and outdoor lifestyle, evoking a sense of relaxation, connection to nature, and appreciation for life’s simple pleasures—from sun-drenched moments to encounters with local wildlife.

The second focuses on the hotel interior, portraying it as a creative haven for curious and inspired minds—artists, poets, shell collectors, diving enthusiasts, and anyone seeking intimate, imaginative spaces that invite exploration and self-expression.

For the launch event, we conceived Mi Mezcalito Rico—an exhibition built from the photography created for the brand identity, shaped around a real love story that began in Tulum over mezcal. The narrative extended beyond images into an immersive, sensorial experience, unfolding through objects and gestures—from handmade mezcal cups to collectible postcards—allowing guests to engage with the story in a tangible way and carry it with them. More than an exhibition, it became a way to translate brand identity into emotion and memory, creating deeper, lasting connections with guests. → See more here

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