LIONGROVE RESORTS
Two Places. One Island. Endless Soul.
The Challenge
When LionGrove acquired two Wyndham resorts in Puerto Rico, each had potential but lacked its own identity. The goal was to transform them from generic tropical properties into meaningful destinations that reflect the spirit of the island and the people who bring it to life.
Both resorts needed more than a new look. They needed a story that felt real — one rooted in culture, landscape, and emotion.
The Idea
As a Puerto Rican creative, I saw this as an opportunity to tell two sides of our island’s soul.
Wyndham Grand Rio Mar sits in Río Grande on the north side, surrounded by lush rainforest and the rhythm of El Yunque. Its story became “Where Rainforest Meets Sea.” The brand expresses that harmony through textures, tones, and photography that feel alive with nature and light.
Wyndham Palmas Beach & Golf Resort rests in the southeast, where life moves slower and the horizon stretches forever. Its story became “Find Your Flow.” A celebration of the relaxed, bohemian spirit that defines the south coast.
Each resort was designed to feel like a love letter to its location — two experiences connected by one island.
My Role
I led the full creative direction for both properties, from brand strategy through final delivery. I designed both logos and built their visual identities, developing the color systems, typography, and graphic language that set the tone for each brand.
I co-directed the photography to bring their worlds to life — working closely on casting, styling, and composition so every image reflected the emotion and authenticity of Puerto Rico. I collaborated with designers, writers, and production partners to ensure the work translated across every touchpoint, from signage to digital to guest experience.
The Work
Brand Identity: Custom logo design, brand style systems, and color architecture.
Creative Direction: Oversaw photography, tone, and narrative for each resort.
Production: Co-directed photoshoots to capture true Puerto Rican warmth and texture.
Applications: Extended the identity into menus, collateral, digital, and environmental design.
The Result
Two distinct resort brands now live within the Wyndham portfolio — each with its own voice, aesthetic, and emotional gravity. Rio Mar feels lush and cinematic, while Palmas feels open, modern, and soulful. Both reflect the natural beauty and hospitality of Puerto Rico through design that feels born from the island, not placed on it.
The Takeaway
Branding feels different when it’s personal. Creating these identities wasn’t just a design assignment; it was a homecoming. This work represents how I build brands that connect to place, culture, and people — with honesty, elegance, and emotion.
