La Amada, a new luxury resort in Playa Mujeres, Mexico, has just opened its doors. A self-contained resort enclave on a secluded peninsula just to the north of Cancun, La Amada consists of a high-end hotel, residences, a marina, and a 35,000 square-foot spa facility, the most extensive in the greater Cancun region. In addition, La Amada abuts Playa Mujeres Golf Club, an 18-hole course designed by Greg Norman that features holes overlooking the Mexican Caribbean.
In the early stages of La Amada’s conception, we were brought in to design the identity system of the entire location. From the beginning, we set out to differentiate La Amada from the ubiquitous resort language of saturated photography of blue-sky-and-aqua-ocean, and cheesy serif logos with palm trees and suns. We wanted to communicate true luxury via something less literal, something beyond what people already expect from a luxury Caribbean resort.
To echo La Amada’s high-end status and personalized attention to detail, we centered our work around the idea of handwritten notes and embroidered personal monograms. With help from BaseLab, we customized the Batarde Coulee typeface to capture these references in a way that is intimate and inviting, with a slight colonial feel.
Building on the idea of personal doodles and handwritten notes, we integrated pen-and-ink/ watercolor illustrations (by Daniel Egneus) and a series of first-person vignettes, contributed by BaseWords.
For art direction, we decided to distinguish La Amada by doing precisely the opposite of almost every other resort out there: We shot in black-and-white. We worked with Matthew Brooks, whose photos balance the flavor of the location with a sophisticated urban aesthetic.
When visiting the site last year, we were reassured of our work. Getting in a cab at the airport, we told the driver our destination was La Amada. He said, “I like your billboards.”
For more information on La Amada, check out www.laamada.com
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