LUUNA DE JADE

Collaboration with El Fuego® Brand Studio

Project overview

In collaboration with El Fuego® Brand Studio, a Mexico-based branding studio with over 15 years of experience in crafting brand strategies and visual identities, I contributed to the development of Luuna de Jade, a boutique hotel brand rooted in the traditions and essence of Oaxaca while presenting a modern, elevated hospitality experience. I was asked to bring motion into their process by designing and animating a conceptual brand video that introduced and presented the brand and the branding assets created by El Fuego®, following and expanding on the concept they had been developing.

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Guided by El Fuego’s narrative, the video showcases the hotel’s identity and captures the essence of the brand. The brand identity draws from themes of spirituality, rest, and cultural heritage, weaving together natural elegance. Anchored by the concept of “El ritual del reposo” (“The ritual of rest”), the visual direction highlights authenticity, intimacy, and connection to nature through organic forms, refined typography, and symbolic storytelling

The branding package created by El Fuego®, together with the video, is meant to position the hotel as a unique refuge of calm and sophistication—one that celebrates Oaxaca’s cultural roots while setting a new standard for hospitality. The video serves both as part of the branding package and as promotional content for digital platforms.