Located in the heart of the Chueca neighborhood, the Libertad24 apartments represent the perfect blend of contemporary design, urban comfort, and the vibrant character of one of Madrid’s most iconic areas. Every corner of the building exudes calm, natural light, and functional elegance designed to offer a warm and modern experience for urban travelers who are curious about their surroundings. The spaces convey order, style, and a welcoming neutrality designed for diverse audiences. This visual proposal builds on that identity to project the brand outward with a graphic design that adapts to its environment: urban, cultural, and steeped in history.

This proposal is based on the Krona One typeface, reinterpreted with an arc that adds dynamism and a human touch to the whole. It is a neutral, solid, and elegant version, designed to endure over time and adapt easily to any application: from a plaque at the entrance to social media or the website. The visual play of the curvature gives it a distinctive character without sacrificing the simplicity and clean lines that define the Libertad24 interiors.

A vibrant and colorful display typeface has been used, inspired by the signs, neon lights, and cultural posters of the 1980s, with a palette that directly references nightlife, alternative culture, and the joy of Madrid’s most rebellious spirit. The design remains modular and adaptable, but adds an iconic personality that connects with creative, curious travelers who love local style. Perfect if we want to position the brand as unique, bold, and with a Madrid soul.

The development of the ‘La Puebla’ brand was based on creating an identity for a multi-product apartment group in Llanes, Asturias, that would reflect both the history and charm of the region. The concept is inspired by traditional architecture and the ornamental details typical of the area, combining tradition with a modern hospitality proposal. Through the naming of each apartment—’El Cordial del Fausto’, ‘Las Fuentes’ and ‘Puerto de Llanes’—local places and references are evoked, seeking to connect visitors with the cultural and natural richness of Asturias.

The visual identity of ‘La Puebla’ and its different products seeks to establish a connection between the tourist apartments and the Asturian cultural heritage. Each logo combines a graphic element reminiscent of the ornamental decorations that adorn the building’s balconies, creating a coherent image for each sub-product of the group. The differentiated colors—red, blue and purple—provide each apartment with its own identity, while maintaining visual unity, reinforcing the idea of a cohesive group offering diverse experiences in the same environment.

The color palette of ‘La Puebla’ is composed of deep tones that reflect the Asturian environment: red symbolizes warmth and tradition, blue evokes the fountains and the sea, and purple conveys elegance and serenity. The typography used is modern and legible, designed to offer an accessible and welcoming image, maintaining a balance with the sophistication that defines these apartments. The combination of colors and typography reinforces the identity of each apartment as part of a group, maintaining visual consistency and providing each one with a unique character.

When we learned about the Stay Belonio project, we knew we were facing a complete creative endeavor in which we would work on both the naming and branding of the brand. A key factor in undertaking this type of project is to seek consistency in the message conveyed by the entire brand through each of its elements.

The challenge of the naming phase of the project was to develop a commercial name that combined the names of the two founders of the company: Belén and Antonio. Without falling into clichés or traditional solutions, we chose to invent a new name that had character in its own right: Belonio.

The Stay Belonio brand is characterized by a clean and minimalist design that represents the philosophy of simplicity and comfort. The logo combines modern and elegant typography with a distinctive symbol that evokes professionalism and hospitality. The color palette in neutral and soft tones reinforces the idea of a tranquil refuge for travelers seeking to relax without sacrificing style.