Changing a hotel to a retreat center
Utopia Eco Hotel is a hotel in the middle of the Guatemalan Jungle. At the core of this beautiful lush nature, the owners want to bring their hotel to the next step.
THE PROJECT
In the five months I stayed at Utopia, we worked hard on getting the new concept ready as complete and beautiful as we possibly could. I made sure that the rebranding was in line with the message they want to convey. When I started at Utopia, there was no brand guide yet. This made for a lot of inconsistencies throughout the branding and communication. There was no clear tone of voice or design language.
Before we could start doing that, a new business strategy was required. For me, this was the first time I could play such a big part in a company. In several meetings taking multiple days, we reinvented the core of the company, it's methods and it's strategies.
Because the brand had to represent their presence in nature, we chose natural colors and no hard white or black. In combination with simplistic photography we came to a complete style that is now being implemented everywhere throughout Utopia, both online and offline.