NIZUC: Paradise is Personal

In hospitality, first impressions are key. And for NIZUC, before guests witness its endless ocean horizon and feel the sun on their faces, the logo is the first image they connect with this exclusive, world-class resort. That’s why we created a visual identity that not only translates the relaxed elegance of NIZUC, but pays homage to the ancient traditions of the Mayan culture and Mexico’s Yucatan Peninsula.

Powerful Logo

To connect with that heritage and reflect the natural forms of the environment, we created a logo that looks handcrafted and references the color palette of the region. It is modern yet timeless, elegant yet primitive. The enclave of Punta Nizuc, which means “nose of the dog” in Mayan, is perfectly captured in this mark: a rounded square interpretation of a sea dog, with visual movement implied by its angled fins, cast in subtle colors reminiscent of sea, sand, and black volcanic rock. The logo is proudly incorporated into the resort experience: on slippers, towels, menus, and even cookies. In the lobby, a pattern of logos made out of black volcanic rock, rises 16 feet high and looks like it’s been there for centuries. 

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Incredible Imagery

The other major branding element is imagery. In stark contrast to the black and white patterns of the logo, lush four-color photography captures the immersive experience of being at NIZUC. All shot on location, we let the pictures speak, and kept the text minimal, highlighting experiences like soaking in the beauty of the untouched landscape and the crystal clear waters of the Caribbean, savoring world-class cuisine at one of NIZUC’s five international restaurants, or engaging in a range of activities from paddle boarding to tennis to being pampered at the 30,000-square-foot spa.

Targeted Media Placement

Creating awareness for this Mexican jewel led to an integrated media campaign. Print advertising in top luxury publications, such as Departures, NYTimes “T” Magazine, Cigar Aficionado, Monocle and Elle Décor, were supported with digital video advertising across multiple platforms, and a comprehensive social media campaign on Instagram, Facebook and Pinterest. No small feat, the campaign delivered over 70 million impressions after launch. Of those impressions served, we've reached upwards of 13 million unique people. Our goal was to create awareness and drive bookings for NIZUC’s first Winter Season. The result? 100% occupancy for the 2014 holiday season. How merry!


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Carbone Smolan Agency combines content, technology, and art to create brand strategy and design systems for the physical and digital worlds

© 2014 Carbone Smolan Agency