The Local Way

Rebranding for The Local Way. This Mexican company offers more than curated apartments. They offer a travel experience, a new kind of staycation in Mexico City. And, after four years on the market, they needed a new beginning.

So we start from zero to develop a warmer design; more familiar, more approachable. With more heart and spirit than an average furnished rental. A new brand identity that reflects a connection between a city, a home, and a travel experience.

We work with one idea in mind: feel at home with all senses, in every sense. And you can feel it since the logo: a dynamic composition of two kinds of fonts. That “the” is an endless handwritten line that travels creating not only figures but feelings and experiences.

This rebranding also features a symbolic color palette. Our design team went for a wide range of colors, and the reason is simple: because Mexico City is colorful, filled with tones related to the earth, to the handmade, to the artisan and the crafts. This palette feels like Mexico; like wood, like the textiles, like the food and the streets...

Mexico city, Mexico

Illustration I 2020