Behind The Brand: How We Approached The Process Of Creating Hodelpa Hospitality’S New Identity of in . Official Website.

Check-in with Jessica Aja

The night of our 35th anniversary marked a turning point. Behind the logo that many saw on screen for the first time lay months of discussion, self-reflection, and difficult decisions. But above all, there was one question that had been with us from the very beginning:

What does a brand with a soul look like?
Because when an organization turns 35, a rebranding is no longer just an aesthetic exercise. It’s not about choosing colors or fonts. It’s about finding an honest way to translate essence, history, pride, and humanity into a visual system that can stand the test of time. Our challenge was precisely that: to translate that uniquely Dominican, warm way of serving into an authentic visual identity.

Day One: Choosing a Team That Resonated With Us

From the very first conversation with the creative team, we understood one thing very clearly: this project was going to require sensitivity. We needed a partner who wouldn’t just scratch the surface, but who would connect with who we truly are as a company and as a family.

That first strategic workshop confirmed our intuition. We didn’t talk about graphics; we talked about emotions, about affection, about what it means to welcome someone as if they were coming home. We talked about culture, about roots, about genuine hospitality. That’s when we knew we were in good hands.

The real challenge: agreeing on “how to visualize” what we feel

What nobody warns you about is just how emotional a rebranding can be. Each creative round brought beautiful proposals, but also profound questions:

Does this symbol convey who we are? Does this color reflect our warmth? Does this design respect our history without limiting what’s to come?

There were days when everyone had a different favorite. And there were others when we realized that, beyond personal tastes, there was something bigger than all of us: what the brand needed to express.

For me, there was an additional challenge. Hodelpa’s co-founder, who is also my dad, was the person who chose and built the visual identity we grew up with for decades. Changing that perspective wasn’t just a branding decision; it touched on emotions, family, nostalgia, and a deep respect for a vision that has been with us for 35 years.

That internal process—both professional and personal—was also part of the journey. And yet, conversation after conversation, we found our visual truth. A truth that honors what he created and, at the same time, makes room for what we’re ready to be today.

Decisions You Can’t See, But You Can Feel

Many of the elements that make up our identity today seem simple. They’re not. Each one involved reflection, debate, and heart.

The butterfly, for example, isn’t just a decorative symbol. It represents transformation, movement, and freedom. And if you look closely, it also reveals an H: the H of Hodelpa, of hospitality, of home. As for the logo, the first time I saw it, it looked like a window to me. A window that invites you to come closer, to discover, to stay.

The deep blue conveys trust, serenity, and a legacy. That warm yellow is our Caribbean sun, full of energy and life; it is the Dominican smile that reflects who we are and where we come from. The typography speaks like we do: approachable, modern, respectful. And the entire visual system exudes balance, fluidity, and memorability.

These are decisions that are felt more than they are seen. And each one aligns with who we are: authentic hospitality, genuine affection, Dominican essence, and memorable experiences.

It’s time to show it to the world

And the night of the event arrived. Thirty-five years brought together in one room: family, friends, partners, officials, and collaborators. What seemed like a launch was, in reality, a declaration.

Hodelpa Hospitality is what we’ve always been, only now we say it with greater clarity, intention, and pride.

When the identity appeared on screen, I felt that it had all been worth it: the endless rounds of meetings, the doubts, the adjustments, the discussions about details few can imagine, the late-night coffees at the office, the revisions, and the shared conviction that this brand had to represent all of us.

More than a logo, a mirror

This process gave us something invaluable: the chance to look inward again. To remember why we do what we do. To reaffirm that our greatest strength lies not only in architecture or processes, but in our people, our values, and our way of serving.

Today, Hodelpa Hospitality is a more human, more approachable, and more vibrant brand. A brand ready to keep growing.