This brand identity project for CHAMP, developed by Jesús López, establishes a comprehensive visual system for a hotel and hospitality environment. The design leverages a blend of archival imagery, historical documentation, and modern graphic arrangements to create a distinct narrative identity across collateral and signage. Through the use of muted colour palettes and clean grid structures, the project balances heritage-inspired elements with a contemporary approach to layout.
The execution extends across a variety of touchpoints, including stationery, packaging, and interior wayfinding. Jesús López employs a refined aesthetic featuring consistent typography, tactile paper textures, and deliberate material choices like polished brass and textured wood. With a focus on minimalist art direction, the project incorporates retro-inspired collage techniques and atmospheric, low-key lighting to communicate a cohesive, sophisticated brand experience.
