Mesón Hidalgo
Mesón Hidalgo is a boutique retreat in San Miguel de Allende. When I joined the project, the brand had a beautiful foundation — but lacked a cohesive visual and narrative system that could evolve over time.
My role was to translate the emotional experience of the house into a living, seasonal storytelling identity.
Before - Existing
Brand Materials
The brand already had a clear logotype and typographic system, as well as photographic assets with a warm and intimate tone that expressed its strong sense of place. However, it still needed a cohesive narrative system, consistency across platforms, and a way to translate the evolving mood of the house into a living visual language over time.
Creative Concept — "Stories That Unfold"
Rather than promoting the hotel from the outside, the concept focused on inviting the audience inside the atmosphere of the house. Each month, we developed a campaign anchored in a poetic theme, such as Amaneceres, expressing the rhythm of the city, the texture of daylight, and the slow gestures of living within Mesón. The campaigns were not static visuals, but chapters of an ongoing story.
Visual &
Narrative System
The visual language focused on warm, natural light, tactile textures like stone, linen, clay, and textiles, minimal compositions, and grounded, soft tones. The brand voice spoke through emotion, presence, and quiet invitation. The campaigns unfolded across social media — feed, stories, and reels — as well as performance ads, art direction for photography, and copywriting using sensory language that invited the audience to feel the house before experiencing it in person.
Results
After implementing the evolving campaign system, Instagram engagement increased significantly, especially in saves, shares, and time spent viewing stories. The brand developed a recognizable tone and emotional presence, creating a community of people who felt connected to the house even before ever arriving.