Plaza Balcones - Proposals and visual identity

2022

Context:
I developed the branding strategy for Plaza Balcones, located in Peña de Bernal, Querétaro, focusing on creating a cohesive and attractive identity to draw in both locals and tourists. The challenge was to encapsulate the unique architectural elements and stunning natural beauty of the area, ensuring that the branding resonated with the region's cultural and environmental identity.

Objective:
The objective of this project was to create a cohesive and compelling branding strategy for Plaza Balcones in Peña de Bernal, Querétaro, aimed at attracting both locals and tourists while providing a distinctive visual identity for potential commercial tenants. The challenge was to reflect the unique blend of architecture and natural beauty surrounding Peña de Bernal, ensuring that the brand connected deeply with the region's cultural and environmental identity.

Role:
I was responsible for conceptualizing and developing two branding proposals, each reflecting different aspects of the plaza's architectural and natural surroundings. My role included research, visual design, and the creation of branding materials for digital and physical platforms. Working closely with the client, I ensured that the visual identity aligned with their goals of attracting businesses while resonating with visitors.

Solution:

Proposal 1: Distinctive Details
This concept took inspiration from the plaza's architectural features, such as arches and textured walls. Using a serif typography to convey reliability and a warm, neutral color palette, the design aimed to evoke a sense of tradition, comfort, and approachability. The branding was designed to feel iconic yet friendly, reflecting the architectural beauty of Peña de Bernal.

Proposal 2: Nature
This proposal, which was ultimately chosen, focused on the natural arid landscape surrounding Peña de Bernal. A simple, modern icon combined with sans-serif typography created a clean, organic brand image. The refined, dark color palette with contrasting bright tones struck a balance between exclusivity and accessibility, aligning with the client’s vision of appealing to both commercial tenants and visitors. This design emphasized the area's natural beauty, making it a key feature of the brand.

Outcome:
The final branding solution successfully aligned Plaza Balcones with its cultural and natural environment, enhancing its appeal to both locals and tourists. The visual identity was implemented across digital platforms, signage, and print materials such as event banners, team uniforms, and tenant kits, ensuring consistent brand visibility. The approved proposal, inspired by nature, contributed to the plaza’s ability to attract commercial tenants while creating a welcoming atmosphere for visitors. The solution effectively communicated the plaza's unique qualities, fostering strong brand recognition and connection.