The southwest cape of Baja California is an untamed coast, close but a world away from its celebrated sister, Cabo San Lucas. Resonance was engaged by Spanish developer Santamossa Capital Investments to provide research, strategy, story and branding for one of the area’s pioneering developments.
The 800-acre property encompasses three ecosystems, a long beachfront and a mountaintop—and would grow to be home to five hotels, a golf course, and a range of residential neighborhoods. We began with a comprehensive analysis of the local real estate market, its opportunities and gaps, and used the insights to guide conversations around the development master plan and architecture. From there, we created a brand narrative that differentiated the property from neighboring resorts, which include Hard Rock, Nobu and Rancho San Lucas. After positioning the property as a place of Untamed Luxury, we named the resort Oleada, to represent the fierce waves that crashed onto our shore, and created an identity that combines the movement of the elements with the elegance guests will encounter at both residences and the resort.
In the spring of 2023, the developer announced that former World No. 1, Ernie Els, would design the 18-hole Oleada Golf Links Los Cabos. Announcements of the waterfront hotel brands are expected later this year.