Punta Este

A new development

Imagine a sleek, cosmopolitan campus of commercial and retail businesses amidst the natural beauty of Baja California desert lands – and you have Punta Este.

Traina branded this modern mixed-use development, providing naming, messaging, identity, environmental graphics and brand standards to bring a new level of sophistication to Mexicali’s east point.

Primary mark

Wayfinding icons

Midnight blue



Cool light gray

A strategic foundation

The initiative began with our evaluation of focus group research conducted with prospective customers and tenants. We assessed the needs and preferences expressed by the market and mapped them to the features and amenities of the development. We used this insight to draft a compelling narrative that effectively positioned Punte Este as a unique live-work-play destination. The narrative served as external sell copy for the developer and as a guidepost for Traina’s visual execution of the brand. Names for the development were market-tested and the geography-inspired Punte Este was favored as it referenced a region considered full of untapped potential.

An experience – delivered

Punte Este promised what others in the area had not fully delivered – a convenient epicenter with sophistication at its core. The brand required a polished aesthetic and high-touch feel. From custom iconography to sleek signage, Traina delivered a visual identity that spoke to those seeking something better. The character of the brand was also infused in the property’s sales and marketing materials, setting the tone for what future businesses, employees and patrons should come to expect.

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