Don Carlos Resort — Rebranding

Don Carlos Resort is a five-star resort in Marbella with more than 50 years of history. The challenge was to evolve its role from primarily an accommodation option into a destination with its own distinctive identity, experiences and reasons to visit.

I led the brand repositioning around the platform “A place where you can live it all”, defining a new brand identity and a broader experience ecosystem spanning food and beverage, restaurants, bars, beach clubs, wellness, active lifestyle, events and entertainment.

The work connected the brand strategy with the guest experience, creating a more holistic proposition for a new generation of visitors and positioning the resort as a destination in its own right.