ALMA Hotel Old San Juan PR

Client: Vivant Capital

Located in the heart of Old San Juan, Puerto Rico, ALMA is more than a boutique hotel—it’s a living restoration of history, soul, and modern hospitality. I was brought on nearly a year before the hotel’s opening to lead the brand development from the ground up, during an active restoration of the property.

My process began with a site visit. I walked the streets of Old San Juan, absorbed its rhythm, its color, and its emotional texture. The brand I envisioned for ALMA would be feminine, soft, and magnetic, warm and airy, but not exclusive. As I always say, where the ladies go, the men will follow. With a clear view of the FF&E direction, I trusted my instinct and experience to create a palette and tone that struck that perfect balance.

I established the full brand identity, voice, and visual language across the hotel and its two F&B venues, Mar y Rosa and Andaluz. My scope included wayfinding signage, floor graphics, tangible guest touchpoints such as robes, toiletries, menus, and printed collateral. I also designed the website and led the creative direction for the hotel’s social media rollout, working closely with my team to build the early stages of its digital presence.

This project represents the kind of branding I’m most proud of—intuitive, spatial, and emotionally attuned. ALMA is a brand designed to feel lived in from the moment it opens its doors.