Costa Palmas

Baja Mexico

Resonance was engaged by Los Angeles-based developer Irongate to envision and create the strategy, place branding and real estate marketing for Costa Palmas, a 1,000-acre resort development on the Sea of Cortez in Baja Mexico.

Resonance began working with Irongate in 2015, when the project consisted of a partially finished marina and two miles of calm, swimmable waterfront in a spectacular environment of desert, mountains and ocean. It was a striking contrast to the rougher waters and denser environment where the Cabo International Airport and the well-known tourism corridor are located, yet it was less than an hour away.

Drawing on our report, we could better understand marketplace demographics and consumer appetite for branded real estate and hotels in the area, as well as potential desired experiences. We articulated brand personality and essence of the development—Sea of Dreams described our seafront, Elemental Luxury the texture of the comforts offered, and Spirited Adventure the experiences and programming. We then named the overall property: Costa Palmas references historic appellations of the region and the scale of the property allowed us to take ownership of the waterfront and the appealing idea of a ‘coast.’

When Four Seasons and Aman were chosen as the first hotels and branded real estate product, the brand personality informed the creation of and storytelling around a range of community amenities, from the Costa Palmas Beach & Yacht Club—the community gathering place—to the Robert Trent Jones II golf course, and Aventura, the club’s experience concierge.

Resonance oversaw the creation of marketing materials with multi-disciplinary content ranging from films to floor plans, photo shoots to the website, collateral and physical sales discovery environments. As the creators of the Costa Palmas brand and logo, its positioning and key messages, we also developed the brand blueprint for its treatment internally and externally, ensuring strict adherence to the brand vision, positioning and distinction as a must-discover destination for those desiring a luxurious, off-the-beaten-track destination.

Four Seasons Los Cabos at Costa Palmas opened in October 2019, setting the bar for development not only of Costa Palmas but of the entire coast of the Sea of Cortez.

Resonance continues to support the property’s day-to-day real estate marketing.