Bacalar, Mexico

Salone del Mobile is the global benchmark event for the furnishing and design sector, welcoming over 370,000 professional visitors from 188 countries and 5,000 national and international journalists each year. Naturally, it was the event to unveil the concept for an ambitious new resort coming to the jungles of the Yucatan Peninsula.


brand conceptualization + product development
brand narrative + identity + copywriting
graphic + product design
photography curation
website + digital interactive

The developer approached Smarthinking Inc. for help in executing that task. The challenge? Conceptualizing and creating a brand identity for an unparalleled resort that elegantly harnessed the elements of its location in Bacalar, Mexico, a hidden oasis brimming with ancient crystalline waters, and designing an impactful look book to launch at Salone, making the announcement to the world — all in 30 days.