Perla Hotel, a landmark in La Paz (Baja California, Mexico) since 1940, underwent a comprehensive revitalization to maintain relevance and cater to modern hospitality demands. A new investment secured a partnership with Fortem Capital for architectural renovation and Hamak Hotels for elevated guest experience and operational excellence. The renovation project focused on reviving the original art deco style, blending historical elements with modern amenities. A new visual identity was commissioned to reflect the revitalized spirit, capture the hotel’s origins, and resonate with existing and new guests.

We explored the client’s architectural vision and original brand identity during the initial consultation to understand its core meaning and values. We analyzed architectural renderings, existing brand elements, and the significance of incorporating Art Deco into the project. Key visual elements identified were geometric shapes from the architecture (arcs, circles, organic forms), the waterfront location, and the boardwalk’s energy. These elements, particularly the arc, were used in the logotype, symbolizing an entry point to the hotel experience and the surrounding area.

A unique icon was created to represent the hotel’s architecture, location, and guest experience by connecting the brand’s DNA. This icon incorporates a circle, symbolizing an inviting window and potential adventures; the sun and sea, referencing local beauty and tranquility; and a boardwalk, grounding the icon in the hotel’s location. Inspired by the hotel’s design, the color palette was refined to a sophisticated pastel scheme to evoke calm and understated luxury. A simple icon set was designed, and Catallina typeface (from Rostype) was chosen for signage to ensure clear communication, wayfinding, and visual coherence with the hotel’s art deco style.

A comprehensive brand application suite was developed to create a cohesive and memorable brand identity, using the icon as a base for a distinctive pattern applied across various materials to reinforce the hotel’s visual identity. Furthermore, unique textile patterns were designed for the hotel’s interior, referencing Art Deco elegance and incorporating elements from existing lamps, furniture, and decorative objects to foster visual harmony and create an inviting environment.

Graphic Design, Corporate Identity, Branding, Design, Perla Hotel, Daniel Esqueda Design, Hamak Hotels.