Xala
Shaping not just another resort, but a visionary destination brand.
Background
Xala is a world-first 1,500-hectare, eco-friendly, community-focused development on Mexico’s west coast, backed by actor Richard Gere, skating pioneer Johnny Schillereff, and major hospitality brands. Featuring luxury hotels, villas, a learning centre, a mango farm, and more, Xala redefines resorts, emphasising culture, community, and sustainability over typical offerings like golf courses.
How we got there
Xala’s strategy was shaped through interviews and workshops. We built eight cultural pillars focused on self-betterment, from sustainability to art and design. The visual identity was inspired by national flags and supported by global brand guidelines, cultural pillars, and communication narratives for the launch.
Symbolic logo
The core logo embodies Xala’s vision—where nature, humanity, and Mexican culture co-exist. Inspired by traditional Mexican weaving, its geometric letterforms represent a society rooted in community and sustainability, with the word ‘Xala’ always accompanying the symbol, reflecting the spirit and identity of its people.
Brand identity
Xala’s visual identity blends traditional Mexican art with flag design. The guidelines established the brand’s positioning, tone, and vision, pulling Xala away from typical ‘resort’ brands. It presents a modern, sustainable, and natural alternative, rooted in art, culture, and community values.
The stories of Xala
The website was designed to highlight Xala’s unique stories—simple, unexpected moments that reflect the everyday magic of life within this one-of-a-kind development.
'I have worked with the Boldspace team several times, from large, complex luxury branding projects to global PR initiatives and smaller creative design projects. The expertise and standard of the team, as well as the cultural understanding and creative output is world-class. I have always enjoyed how Boldspace approaches each project with an energy and dedication to making work that both stands out and has significant meaning.'
Ricardo Santa Cruz
Founder & CEO