AlinaWheeler-DesigningBrandIdentity

Process and strategy: Soon after Alan Becker,NIZUC’s developer, purchased the 28-acre estateof the former Mexican president, he began asearch for a hotel operator. He interviewed anumber of international upscale hotel managementcompanies who were more interested inextending their brand equity than developing avision for his site’s unique attributes. “We wantedto be Mayan without being thematic;” Beckerenvisioned the architecture to reflect the cultureand heritage of the Mayan civilization.Becker brought in Carbone Smolan to create aunique brand platform to establish the core ideasfrom which all other decisions and partnershipswould emanate. Becker and Carbone Smolancollaborated over the next nine months to understandconceptually and visually what the soul ofthis new ultra luxury destination would feel likeand look like. The theme was “Mayan culturebrought into the 21st century.” This branding-firstapproach was considered a radical departure inthe hotel industry.Creative strategy: The luxury destination existson a peninsula, Punta Nizuc, which inspired thename. Carbone Smolan began the creativeprocess by designing a modern Mayan glyph asthe brandmark. The iconic strong form lent itselfto creating beautiful patterns and facilitated thedesign of objects of desire, from amulets to soapsand cookies. The second phase of the processwas about creating images that captured the souland experience of a destination that was not yetbuilt. Led by Design Director Carla Miller, thecreative team packed 22 boxes of props and flewdown to Mexico with a staff of designers, stylists,models, and a photographer. Seven 18-hour dayscreated a series of images that celebrated beauty,magic, design, high-end luxury, and otherworldliness.These images were then designed into abrand book that illuminated the essence of thedestination.Results: The NIZUC branding process channeledthe vision of the developer. It enabled Alan Beckerto attract renowned hospitality guru Adrian Zechafrom Amanresorts, who in turn brought inarchitect Jean-Michel Gathy and Indonesianinterior designer Jaya Ibrahim. Last year, advertisementsbegan appearing in magazinesdepicting sand, surf, and, in one case, a modelwearing a mysterious silver amulet. Establishing abrand platform and a branding-first approach hasworked from an investment perspective as well asa marketing perspective.Design was at the heart of ourprocess. We needed to createa place before there was aplace. We needed to capturethe experience of NIZUC.Leslie SmolanPartnerCarbone Smolan253