Phoenix Belize Courtyard
Phoenix Belize 2Color Logo

Experience Design

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.

Phoenix Belize Color Palette
Phoenix Belize Requiem
Phoenix Belize Pattern
Phoenix Belize Hat

Brand Guidelines

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.

Phoenix Belize Letterhead Detail
Phoenix Belize Letterhead Detail 2
Phoenix Belize Beachfront

Art Direction

With careful planning, art direction, and photography, we are able to convey a sense of arrival at Ambergris Caye. Since the resort is positioned in a prime location, we naturally included beautiful photographs of the resort and its immediate surroundings in communication materials. We were also able to capture amenities, excursions, and other resort experiences.

Phoenix Belize Boating
Homepage Caribbean Views 3
Phoenix Belize Snorkeling
Phoenix Belize Drink
Phoenix Belize Snorkel
Phoenix Belize Coastline
Phoenix Belize At Night
Phoenix Belize Excursion

Web Design

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.

Phoenix Belize Website Mobile Screens


  • Creative Direction
  • Art Direction
  • Design Direction
  • Experience Design
  • Brand Identity Design
  • Graphic Standards
  • Information Architecture
  • Content Development
  • Messaging
  • Web Design
  • Custom Booking
  • Custom E-Commerce
  • Print Design


  • Tangelo, Agency
  • David Hoyt, Executive Creative Director
  • Bo Sims, Account Manager
  • Christina Snyder, Digital Strategist
  • Demian Solano, Photographer