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Selected work / Hospitality identity

Aurora

A sense of place,
down to the smallest detail.

Aurora Villas and Suites wordmark in gold on a deep purple background with a subtle sunburst
Aurora Villas & Suites / Rincón, Puerto RicoVisual identity

For a hotel in Rincón, Puerto Rico, I designed an identity that could carry through the whole stay. The work extended from the logo and printed materials to guest touchpoints, building signage, and moodboards establishing the visual direction for the physical space.

My contribution
Brand identity, print collateral,
signage and environmental direction
Agency
North Street Creative
Location
Rincón, Puerto Rico
Project period
2021-2022

The identity

A little of the sun.
A feeling of arrival.

The identity brings an expressive wordmark together with a radiating sun motif. Deep purple, warm earth tones, and softer coastal colors create a palette with both richness and ease.

I carried that vocabulary into the brand guidelines and applications, using changes in scale, color, and material to give each piece its own character. The same direction informed the moodboards for the space, connecting the graphic identity to the atmosphere envisioned for the hotel.

The symbol in motion
Aurora brand guidelines showing the wordmark, sun motif, palette, and photography direction
A shared direction for type, color, imagery, and atmosphere
Aurora stationery mockup with embossed sun patterns, purple and terracotta envelopes, and a photograph
The identity through texture, color, and printApplication mockup

The guest experience

The details become part of the stay.

A room key, a menu, a door hanger: each is a small encounter with the brand. I designed these touchpoints as a related family, letting the wordmark, sun motif, and palette travel across objects with different purposes.

The mockups show that continuity from arrival through the everyday rituals of a visit. Together, they give the identity a tangible presence and show how the proposed guest experience could feel considered at every scale.

Aurora room key and sleeve mockups using purple, terracotta, gold lettering, and the sun motif
The first detail in hand: room keys and sleevesApplication mockup
A terracotta Aurora door hanger mockup beside hospitality reference photography
Door hanger / Application and atmosphere reference
Aurora guest amenity packaging mockups in purple and pale gold
Guest amenities / Application mockups
An Aurora menu mockup with a long white insert and deep purple sleeve
A consistent expression at the tableMenu mockup

A lasting impression

An identity that follows the guest from the first welcome to the piece they take home.

Aurora postcard and envelope mockup with the sun motif and a hospitality photograph
A keepsake from the brand worldPostcard mockup

Created at North Street Creative.
Brand identity and application design, with signage and environmental direction.

Project artwork and presentation mockups.
Reference photography communicates the intended atmosphere.

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Pretium visual identity and corporate applications

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A shared identity. A system for the whole enterprise.