Entering the competitive world of global tourism, Yucatán sought a brand that could capture its rich culture, natural beauty, and unique experiences while standing out on the world stage. My team was tasked with creating a visual identity and digital presence that could tell that story at every touchpoint.

I guided a large multidisciplinary design team to define Yucatán’s visual identity, narrative foundation, and immersive digital experience. We developed a comprehensive brand system that translated seamlessly across web, mobile, and interactive platforms. At the same time, I oversaw all marketing campaigns and launch materials, delivering high-impact visuals and storytelling that elevated Yucatán’s global profile.

• 75+ touchpoints and templates created
• 150+ applied assets
• 37% increase in customer engagement in the first 90 days of the brand refresh