LocoLuxury

 THE CHALLENGE

There were a variety of challenges with this project. Simply getting into the hospitality space, especially in a metro as competitive as Tulum, is no small task. Between the many award-winning boutique hotels, to the large conglomerates, we needed to find a way to stand out and appeal to our audience. Meanwhile, we also needed to make each property feel unique, as the ownership of each property was different, but needed the each to feel consistent within the LocoLuxury portfolio. We also needed to make sure the brand was scalable, so that when they decided to move to new destinations, they would be able to do so while maintaining a consistent feeling.

THE APPROACH

Focus on the timeless elements of travel that transcend a specific time and space. By evoking these themes and creating a brand that could, in essence, exist anywhere, we could comfortably scale. We also named each property around a theme, in Tulum’s case, the Spanish names for various tropical fruits. To further enhance our marketing efforts, we launched dedicated social media accounts for specific properties, enabling us to connect with potential guests and showcase the unique offerings of each location.

I. PHOTOGRAPHY

Inviting and inspiring.

One of the first aspects of this project I was brought in to work on was the photography. Everyone knows the struggle of looking through Airbnb listings with poor photography that doesn’t give a good sense of the space. We wanted to not only provide viewers with accurate imagery of each property, but also inspire a sense of wanderlust – where the possibilities of that next dream vacation could come alive.