Serafina Beach Hotel

Brand Identity & Marketing

Serafina Beach Hotel was the first boutique hotel property of it's newly concepted brand, born from a partnership between New York City's Serafina Restaurant Group and Paulson & Co. The new hotel concept needed a compelling brand identity that would resonate with their target Millennial audience in competitive key markets. The added challenge was that the hotel was opening in San Juan, Puerto Rico just months after hurricane Maria had devastated the island. Lumi Agency was contracted to develop the brand identity and digital assets, as well as develop the launch strategy for the hotel.

Serafina Beach Hotel Pool Deck

The brand vision.

The property had a laid back beach-chic vibe that we wanted to capture across all of our brand assets, but we also had strict requirements around retaining the original Serafina brand recognition within the logo mark. Whereas the New York based brand of Serafina utilized a bright yellow brand color we wanted to capture the essence of the San Juan property - which retains a city chic atmosphere with toes in the sand feeling.

Sea glass and white-washed wood were used as color inspiration, while the secondary font gave a nod to Miami's art deco feel.
Logo study

Final Logo

The website and social media creative were all created with the consistent brand style and tone that was dictated through our Brand Playbook - something that is always created for our client at the onset of our engagement. Our Brand Playbooks allow the Lumi team to full understand and embrace each client's unique brand voice when managing their content and their online communities.

Brand Playbook Mood Board Example
Brand Playbook Tone of Voice Example

Upon finalizing the brand strategy, we were contracted to manage the social media efforts on behalf of the hotel, which would later serve as a vital communication and brand building tool for this hotel. Our target audience was the Millennial traveler, and so our content needed to be authentic and needed to showcase not only the hotel itself, but the lifestyle and cultural adventures you could expect to have when arriving as a guest. Our audiences quickly grew into a community of over 43,000 in just two short years after opening. While the page/community growth was almost entirely organic, our paid social advertising also worked hard in creating bookings for the hotel, with an ROAS of 762%.

Influencer Guest @CheatDayEats
Our Account Producer playing model for a day!
Influencer Guest @kerifay