The hotel Caldera is located in the industrial city of Monterrey, Nuevo Leon in Mexico. This luxury hotel combines minimalism and the use of high durability materials like concrete and steel which Monterrey used to highly produce back in the day. The name Caldera translates to boiler in English, which refers to the part where the steel used to be heated and melted for processing. The hotel needed a brand identity system that conveyed its minimalist values, connection to its site, and its luxury price point. The hotel targets Mexican and International travelers, mid-high income, ages 33–49.

The identity process started with an extensive sketching phase, where logos of different types were explored. A type-only mark was chosen for its simplicity. The mark features modified type and counters for a subtle distinctive quality. The hotel uses a type package that includes Knockout, for its extensive weights, widths, and bold newspaper inspired forms, paired with Madrel, a crisp serif that has a subtle warmth.

Stationery and collateral uses minimal color, with an emphasis on clean typography and white space. A vertical line pattern is used to break up compositions and add texture. A branded hotel newspaper was created to offer guests information about local events, history, art, and architecture. Custom forms are created in English and Spanish to be amenable to all guests. Clever copywriting is included as a fun easter egg, applied small in some applications.

The hotel website is clean with a low information density, but has enough calls to action to create ample conversions. The digital experience is driven by large type and inviting photography. The booking and checkout process was designed mobile first, with an emphasis on usability and intuitive design.