Project Management / Strategy / Operations
Anzan
Rebranding & Strategic Development
Overview
Anzan Atitlan is more than just a luxury retreat on the shores of Lake Atitlan, Guatemala—it’s a space designed with intention for creatives, thinkers, and community-driven individuals to find inspiration. Currently, I'm working with the owner, Dita, to rebrand the property to reflect its deeper purpose as a hub for creativity, cultural exchange, and intentional experiences beyond its surface of aesthetic luxury.
Client
Anzan
Team
Anzan team
Role
Fractional COO (Volunteer)
Year
08/2024
Challenges (So Far)
Perception vs. Reality
The current brand positions Anzan Atitlan as a high-end luxury hotel, but it doesn’t convey its true purpose as a creative space and community-driven hub.
Diverse Offerings, Unified Messaging
Balancing the different aspects of the property—art residency, event venue, local community engagement, weddings, and more—under one cohesive brand.
Attracting the Right Audience
Need to reach out to creatives, yogis, artists, and like-minded individuals while still appealing to luxury travelers.
Operational Expansion
Coordinating the travel for models from distant locations added to the complexity and cost.
How I Tackled It (So Far)
Website Development
Designing a new website that better reflects Anzan Atitlan’s creative and community-driven mission. This includes updated content, visuals, and functionality to align with the brand’s intended message.
Brand Pitch Guide
Creating a compelling brand pitch guide to communicate Anzan Atitlan’s unique value proposition to potential partners, sponsors, and collaborators.
Branding Strategy
Refining the brand identity to unify the property’s diverse offerings under a cohesive narrative. This involves developing new branding materials such as logos, color schemes, and messaging that highlight both luxury and creativity.
Process Implementation
Establishing efficient processes for managing community initiatives, artist residencies, and event planning. This includes setting up systems for ongoing engagement and operational management.
Next Steps
Finalize Website & Branding
Complete the development of the new website and finalize all branding materials to ensure consistency across all platforms.
Launch Brand Pitch Guide
Use the pitch guide to reach out to potential collaborators and partners who align with Anzan Atitlan’s mission.
Community Engagement
Begin implementing community-based programs and artist residencies to foster local involvement and creativity.
Monitor & Adjust
Track the effectiveness of the new branding and operational processes, making adjustments as needed based on feedback and performance.