Editorial system for a hospitality brand with two hotels in Mexico
A hospitality brand, told through print
Grupo Casa Pueblo runs two hotels in Mexico, one in Tulum and a newer property in Boca Paila. They're built around design, slow travel, and the kind of guest who chooses where to stay based on the architecture as much as the location. I was brought in to design a full editorial system for the brand, used across both customer-facing materials and stakeholder presentations.
Letting the places do the talking
The hotels are the strongest thing the brand has. Light-filled rooms, native plants, plastered walls, soft Mexican daylight. The editorial system needed to step back and let that work, rather than competing with it. Most decisions were subtractive: more white space, fewer typographic flourishes, larger photography, quieter captions.
The page layouts are built on a generous grid that lets photography breathe at full width when it needs to, and sit in considered crops when the rhythm calls for restraint. Body copy stays small and tight, captions sit in small caps, and pull quotes appear in italic serif to mark a change in pace without raising the volume.
Two voices, soft and considered
The type system pairs Made Coachella, a softer geometric serif used for headings, with Avenir Heavy as the sans-serif workhorse. The combination gives the brand two distinct registers. The serif handles the romantic, atmospheric moments (place names, openings, pull quotes). The sans handles the practical ones (captions, body copy, navigation).
The palette comes directly from the hotels themselves. Forest greens and mineral greens taken from the local flora, warm coppers and sandy neutrals taken from the plaster walls and stonework. Eight named colours in total, working as a system rather than a hierarchy, so each property can lean on the parts of the palette that suit its character.
Two voices, soft and considered
The editorial system was designed to scale across formats. Property lookbooks, event posters (the Friday Funk series for in-hotel programming), pitch decks for stakeholders, and printed pieces for guests. Each format draws from the same library of layouts, type pairings, and palette decisions, so the brand reads as one thing across very different contexts.
A quiet editorial system, built to stay out of the way of two hotels that already know how to make an impression.
