Meliá Hotels International
Circle by Meliá was born from a full rebrand of Club Meliá's vacation ownership programme. My role wasn't to create the brand, but to own its launch: translating the new visual system into every physical and digital touchpoint of the member experience, from the ground up.
When Meliá Hotels International rebranded its vacation ownership programme to Circle by Meliá, I was brought in as Creative Services Manager to lead the full brand implementation. The first deployment was the Dominican Republic — home to the first exclusive Circle by Meliá members-only resort.
I travelled on-site for three months to lead the complete redesign of the sales rooms: new materials, new environments, new visual language. That meant design adaptation, original piece creation, vendor budgeting, and on-site supervision — from stationery and brochures to murals, signage, and in-hotel logos.
Implementing a luxury rebrand in the field — with real timelines, real vendors, and real guests walking through the door — taught me that brand consistency isn't built in files. It's built in decisions: which material, which finish, which size, which placement. Three months on-site in the Dominican Republic, making those calls daily, is what Circle by Meliá's member experience looked and felt like in practice.