Hotel Testimo

Hotel Testimo was a collaborative brand strategy and brand design project developed as part of the Master in Brand Design for Hospitality at IED Firenze & Barcelona. Working within an international multidisciplinary team, we reimagined the future identity of Hotel Monegal in Barcelona, transforming it into a contemporary luxury hospitality concept rooted in storytelling, cultural connection, and local heritage.

My contribution focused on brand strategy and brand design development, particularly around the creation of the brand narrative, positioning, storytelling direction, verbal identity, and the overall conceptual expression of the brand. I contributed to shaping the “Looking In / Looking Out” concept and the idea of the hotel as a “witness” to Barcelona’s evolving history, helping translate these ideas into a cohesive brand experience across communication and identity touchpoints.

The project explored how hospitality branding can merge heritage, relaxed luxury, and local culture into a meaningful guest experience. Together as a team, we developed the strategic foundations, guest personas, positioning, naming, communication strategy, and service concepts for the future Hotel Testimo brand.