The Phoenix Belize

For a resort in San Pedro, Belize, we completely reimagined the brand experience for a location that was once a sleepy destination for divers and fisherman, conveying their unique “approachable luxury” position while maintaining a distinct, island charm.

Color, Pattern & Typography

We selected colors that referenced the natural landscape like the architecture and surroundings, affectionately calling them “architecture, water, and sand”. We also built a custom pattern from the logo that adds a little sophistication, while the typography is a perfect compliment – speaking to the idea of “relaxed luxury” with its formal, yet laid back and graceful, alternate characters.

Art Direction

We wanted the viewer to feel like they had arrived at Ambergris Caye. Since the resort is positioned at a prime location, we naturally included beautiful photographs of the resort itself and immediate surroundings. Additionally, we included photographs of amenities and excursions - things that visitors could experience when staying at the resort.

The Phoenix Belize
View from rooftop


One of the main goals of the website design was to “transport the viewer” to the resort. Through careful planning, a clear understanding of the audience, a purposeful user experience (UX) and user interface (UI), we were able to effectively use video, photos, and other animations that give visitors to the website a sense of arrival. We also made it easy for users to book the resort and sign up for additional amenities normally available only through the concierge.


The results of the rebranding efforts were overwhelmingly positive. People love the new logo, colors, and website and as a result, sales of branded apparel and gifts has increased through their on-site store. Additionally, online booking, excursion packages, and specialty sales has increased through the added functionality and ease of use through the website.


  • Creative Direction / Thematic Development

  • Art Direction / Tone / Personality / Approach

  • Design Direction / Layout / Typography / Color

  • Experience Design / Employee Uniforms / In-Room Experience

  • Brand Identity Design / Brand Identity / Logo

  • Graphic Standards / Identity System / Documentation

  • Web Design / UI / UX / E-commerce / Booking

  • Print Design / Stationery System

  • Information Architecture / Content Development

  • Illustration / Sketches / Final Artwork

  • Messaging / Copywriting


  • Agency / Tangelo

  • Executive Creative Director / David Hoyt

  • Account Manager / Bo Sims

  • Digital Strategist / Christina Snyder

  • Photographer / Demian Solano