As the rest of us were hunkering down to survive the remainder of the winter, Carbone Smolan Agency (New York) created a new visual identity for the Mexican luxury destination Nizuc Resort & Spa.

CSA's campaign features a new logo, lush photography, digital video advertising, targeted media placement, and a comprehensive social media campaign. The enclave of Punta Nizuc, which means “nose of the dog” in Mayan, is captured in the new logomark: a rounded square interpretation of a sea dog, with visual movement implied by its angled fins, cast in subtle colors reminiscent of sea, sand, and black volcanic rock. The logo is incorporated into the resort experience: on slippers, towels, menus, and even cookies. In the lobby, a pattern of logos made out of black volcanic rock rises 16 feet high and looks like it’s been there for centuries.

After the campaign launched, Nizuc completely booked through the holiday season.