Your tropical haven in the heart of Costa Rica.
The Challenge
After visiting Luna Azul in Costa Rica, I wanted to assist in creating an atmosphere into a guest experience across physical and digital touchpoints. Luna Azul needed a cohesive system that felt intentional and elevated while remaining functional in high-traffic formats like menus and promotional materials. The core challenge: make the beautiful hotel feel like an experience digitally, not just a destination, and ensure consistency across everything a customer touches.
The Strategy
I built a brand system designed for real-world application: typography and layout rules that hold up in menus, signage, and printed collateral, plus a visual language that supports seasonal campaigns and promotions without losing the core identity. I prioritized hierarchy and readability (especially for menu design), while preserving brand personality through tone, spacing, and visual details. The strategy was to make every guest touchpoint feel unified — from the first impression online to the last moment at the table.
