Creative Director
Tukasa hotel surfhouse
Popoyo, Nicaragua
Collaborating closely with the brand’s founders on all aspects of the creative process, I drove, owned, and iterated on the brand’s visual identity, tone of voice, and content direction for all multi-channel campaigns.
2023-now
I worked on Tukasa's identity and art direction, from photography to typographies, illustration, color palette and print. The logo had already been designed by Luca Gnemmi.
I like to think of Tukasa as a playground and friendly place with a slight touch of eccentricity.
It was important to create an identity that celebrates both the surf culture, the adventures vibes and the landscapes of Nicaragua.
Photography
My approach focuses on capturing the essence of a vibrant, lively, and authentic place, embracing the aesthetic of surf culture and sports, with strong bodies artfully illuminated by the Nicaraguan light.
The photography of the spaces emphasizes the brutalist design of the venue, and shows the comfort of everything you need to feel at home.
is the platform to showcase real-life moments and connect with our community by authentically sharing our daily experiences, both at the hotel and in Nicaragua.
Pursuing a two-pronged strategy: converting reservations at the hotel and extending the digital customer experience to cultivate loyalty and community cohesion.
We launched the Instagram account six months prior to the hotel's opening, showcasing all the behind-the-scenes moments of the construction and the progress of the project. By the official opening date on February 1st, we had already built a strong community of 5000 followers.
This strategy proved successful, as the hotel achieved an 85% occupancy rate in the first few weeks after its opening. Without any paid campaign (only organic and seo).
