Umbral
Ciudad de México | naming, branding, visual identity and wayfinding design
Umbral is a luxury hotel in Mexico’s City Downtown with an important historical value. The building itself represents three centuries of architectural history and has to be treated as an important reference in Mexico City.
The name and brand enhances the elegance and the intrigue that the architectural design of the hotel offers. I wanted the brand to be able to tell a story and to have a strong narrative in itself. It was very important that the design didn’t feel overly developed in order for it to be faithful to the criteria of the architectural design developed by Javier Sánchez.
The wayfinding design was an important part of the project and it responds to the concept of traveling and discovering a space gradually. It seeks to set the stage for discovery and indulge, where mindful details and a carefully considered simplicity allow for exploration. That is why the scale of the signs is discreet and plays with light, setoff, location and contrast.
This was a project in collaboration with JSa.
Photography by Onnis Luque
