Communications system and graphic pieces for Meliá Hotels International's vacation ownership program. A warm, aspirational visual identity that connects with members across Mexico, the Dominican Republic and Spain.
As Creative Services Manager for Mexico, the Dominican Republic and Spain, I led graphic design across every touchpoint of Club Meliá — Meliá Hotels International's vacation ownership program. The role spanned strategy, design and production for an audience of long-term members.
Day-to-day responsibilities covered:
Two sub-brands grew under the Club Meliá umbrella during this period — Elite Members and Destinations — each with its own visual voice (see below).
Designing for members means designing for a long-term relationship — every touchpoint had to feel close, consistent, and worth belonging to.
A premium identity developed for top-tier Club Meliá members — the guests who received exclusive amenities and a curated welcome upon arrival. The mark and stationery system distinguish Elite from the parent brand while staying tonally aligned, signaling status without losing warmth.
Destinations was a regional Club Meliá membership tier — more accessible in price, with access limited to specific properties around the world. The brand needed its own editorial voice: a print magazine and a pre-stay communications system that made the more curated offering feel intentional and aspirational.
