Given the brief to develop a brand for an aparthotel in a less touristic area of central Portugal, we were presented with a unique location and considerable strategic and creative freedom. Our approach navigated several key challenges:

Visibility and Attractiveness: Elevating the profile of both the aparthotel and the region to attract visitors. This involves showcasing the unique aspects of the area that are not found in more popular tourist destinations.

Distinctive Branding: Differentiating the aparthotel from other well-known destinations in Portugal. The brand needs to highlight what makes this location special and why it's worth visiting.

Compelling Narrative: Creating a story that captures the essence of the region, including its culture, history, and natural beauty. This narrative should position the aparthotel as a portal to unique and authentic local experiences.

Sustainability Focus: Emphasizing sustainable practices and responsible tourism, which is particularly important in less developed areas. The branding should reflect a commitment to preserving the region's natural and cultural environment.

Our approach blended strategy and design to capture the essence of The Iberian. We focused on sustainability, not just as a concept but as a core element infused into every aspect of the brand - from its visual identity to its operational touchpoints.

Unique Brand Positioning: The strategy identified The Iberian's unique position in an area not widely known in Portugal. We aimed to attract a broad spectrum of travelers, recognizing the growing trends in business travel and corporate retreats, especially in the post-pandemic era where remote work has become more prevalent.

Sustainability in Design: S+PDA's design expertise brought the sustainability concept to life, influencing the look and feel of The Iberian. This was reflected in the choice of materials, the integration of local art, and the overall aesthetic that resonates with the brand's ethos.

Heart of Portugal Tagline: This tagline was born from The Iberian's central location and its fusion with the Portuguese culture. It encapsulates the essence of the brand - a meeting point of past and future, tradition and innovation.

Our strategy positions the Iberian as the authority on the region of central Portugal—its food, culture, events, and history. Ideally located in the center of Portugal, the Iberian will serve as a base and a destination for discovering all that the region has to offer—ideally driving traffic to the area and providing an increase in tourism.

“The Heart of Portugal” not only references the Iberian’s physical location but its cultural connection to the region.