Unexpected everyday moments

Background

Xala is a world-first. A 1500-hectare, eco-friendly, community-focused development on the west coast of Mexico that’s backed by actor Richard Gere, skating pioneer Johnny Schillereff and some major hospitality brands. It consists of luxury hotels, beachfront villas, a learning centre, a mango farm, a turtle sanctuary and a working Hacienda. Instead of a golf course, Xala built a skate park.

We needed to embody the spirit, the people and the culture in a brand that stood out not only as the antithesis to ‘resorts’ as we know them, but as a cultural and geographical region on the global stage.

How We Got There

Xala’s strategy was developed through a series of interviews and workshops. We built eight cultural pillars of self-betterment – from sustainability, to education, to art and design. The visual identity was inspired by national flag design. This was supported by a rich identity, global brand guidelines, comms narratives at launch.