Bringing a Boutique Hotel Brand to Life Through Intentional Design
Client
Hacienda Valentino
year
2022
role
Brand Identity, Guest Experience, Print Collateral, Packaging, Creative Direction
Project Description
Hacienda Valentino is a boutique hotel located in the Yucatán region of Mexico. Rooted in local craftsmanship and slow living, the hacienda offers an intimate, luxury experience for travelers seeking design, warmth, and quiet beauty.
01. Context + Background
The owners of Hacienda Valentino wanted to create a boutique hotel that didn’t just look beautiful. It needed to feel immersive, meaningful, and distinctly local. While the property was stunning in itself, the brand was still undefined. They needed a cohesive visual identity, guest journey, and physical materials that matched the care and detail poured into the space.
01. Context + Background
The owners of Hacienda Valentino wanted to create a boutique hotel that didn’t just look beautiful. It needed to feel immersive, meaningful, and distinctly local. While the property was stunning in itself, the brand was still undefined. They needed a cohesive visual identity, guest journey, and physical materials that matched the care and detail poured into the space.
02. My Role
I was brought on to lead the visual identity, guest experience design, and branded print materials for the property.
Designed the brand identity, logo suite, and typography system
Created printed materials including room signage, welcome notes, menus, and concierge cards
Developed a modular guest experience system for personalized in-room experiences (romantic turndowns, spa add-ons, breakfast service)
Styled and curated in-room details including scent, lighting cues, and guidebooks
Consulted on interior brand alignment, ensuring the space reflected the visual identity through material choices and printed accents
04. Approach / Solution
My approach focused on blending heritage with modernity. I designed a brand identity system rooted in classic typography and earthy tones that echoed the natural materials of the property. I developed a tactile, printed suite for guests, including linen-textured menus, stamped keys, and handwritten-style welcome notes that reinforced the hacienda’s warmth and luxury.
The guest experience system was designed to be plug-and-play, allowing staff to curate moments based on each guest’s profile from wellness kits to romantic evening set-ups. Every detail, from scent to soundtrack, was considered as part of the brand story.
05. Results / Impact
Successfully launched a fully branded boutique hospitality experience
Elevated perceived value of the stay through intentional design and tactile touchpoints
Helped increase guest satisfaction and referrals through emotionally resonant details
Enabled hotel staff to offer consistent, high-end personalization across room categories and guest profiles
Positioned Hacienda Valentino as a sought-after luxury destination among design-conscious travelers
