HOMA — Tulum & Kah
Creative direction for HOMA, a 21-unit real estate development of apartments built in Tulum. The work shaped the brand, sales experience, and lifestyle concept around the homes — from naming and identity to the way buyers understood what it meant to live there.
01 — Context
Homa is a pair of sustainable developments in the Tulum jungle — Homa Tulum, and later Homa Kah — built to sell not square metres but a way of living. Around 60% of the land stays protected jungle; architecture folds into rather than clears it. I came in as Creative Director and stayed two years, from first concept to how the homes were sold.
02 — Brief & Constraints
Real estate usually sells the floor plan. We decided to sell the ritual — the daily life of living in conscious harmony with the place.
03 — Approach
I named the brand and designed the logo, carrying my handwriting. I built the identity around a culture rather than a building — the 'Homats,' the people living at Homa. Across Homa Tulum and Homa Kah, the creative process started with my ideas and direction: I set the concept, brief, and visual intention, outsourced specialist execution when needed, and every result came back to me for review and final approval. On Homa Kah I directed an outsourced branding team, pitching directions to the CEO and approving what shipped. I co-designed the sales brochure — leading concept and direction while a colleague executed, staying the whole way. Because homes were being sold before being built, I pushed VR walk-throughs and 3D animation forward, so buyers could feel a place that didn't physically exist yet.
07 — Concept, sales & principles
My role moved between opportunity-making, service design, and creative direction — from opening the client conversation through my father as the builder, to helping close the opportunity by reframing it into a larger development, and then shaping the story, copy, imagery, and final approvals.
Sustainability could not be only marketing language. It had to become decisions with real impact, guided by three principles from the brochure: optimize the user experience, conscious sustainability, and less is more. The holistic experience framework was my service-design contribution, connecting creativity, relaxation, services, mobility, and sustainable solutions into one coherent living concept.
Three design principles
01
Optimize the User Experience.
HOMATs are placed at the center of every decision, creating spaces where values of spirituality, balance, and creativity can flow freely.
02
Conscious Sustainability.
Environmental solutions were treated as real design responsibilities, protecting more than 60% of the local vegetation.
03
“Less is More”
Materials and decisions were selected for durability, clarity, and a natural aesthetic rather than visual excess.
Part of the holistic experience
Homa Tulum
A concept video used to sell the apartments to friends and family before all architectural plans were ready.
Homa Kah
An animation made for Homa Kah, translating the same experience-led direction into the second development.
The dream team
The full Homa team — the name we used for ourselves during the project.
Sofa, left to right
Carlos Puente — CEO · Maritza Puente — SoMe · Mariana Loy — Creative Director · Ludivina Menchaca — Government permits / facilitator · Ramon Loy — Contractor
Top row
Ivan Hurtado — Architect · Fernando Puente — Economics
07 — International Award
International Property Award
Americas Property Awards Winner 2023–2024
HOMA Kah was recognized by the International Property Awards organization as one of the best sustainable developments in Mexico.
Being part of the core team made this recognition especially meaningful: the heart and seed of HOMA grew from my ideas and vision, shaped in close collaboration with the CEO and carried into a built project.
08 — Homa Tulum brochure
Preview the Homa Tulum brochure, showing the type of project created and how the concept was materialized.
Open PDF09 — Homa Kah brochure
Preview the Homa Kah brochure, showing the project direction, visual material, and approved execution.
Open PDF10 — UX portfolio archive
Preview the UX portfolio archive, focused on the specific UX work created for the Homa projects.
Open PDF11 — Key Decisions
- 01
Brand as a service experience
Rather than an identity system, I designed an experience across concept, identity, space, and sale — held together so it reads as one thing. The 'Homats' culture became the spine everything hung from. That concept became the sales experience.
- 02
Selling the question, not the answer
The core question — what is it like to live here? — mattered more than any single deliverable. Every material choice, every visual decision, every word reflected an answer to that question.
- 03
VR and 3D as lived experience
Advising VR walk-throughs and 3D animation meant buyers could feel the space before it existed. Not a rendering — an invitation to move through, to imagine themselves there.
12 — Reflection
Homa is where I learned that a brand is a service — that creative direction is really the design of an experience held together across concept, identity, space, and sale. It's the proof of concept for how I work now: the question mattered more than any deliverable.