My role
I was the sole designer on the project and prepared a wide range of graphics, from product design to branding and marketing materials for the proof of concept and capital raising phases.
Branding for Kuarti – LOgo
Overview
Kuarti's business model included building strong partnerships with single-branch and/or family-operated hotels in Mexico to provide them with a steady client stream through technology.
Their rooms would be located in independent hotels in business districts, and they will be standardized to offer the same experience every time. They will use the app to collect payments and bill the guests.
The design process
Our phase was fast, with constant stakeholder collaboration and continuous improvement at every stage. The branding pieces were the starting point since we needed to find our style and voice.
We then began the ideation process for our product. Meetings were held to brainstorm, then we decided which ideas and features to pursue. Next, we prepared the first prototype. The prototype was then presented during the capital raising phase.
Our goal was to work as efficiently as possible. We were able to make adjustments and maintain a fast pace with the help of properly organized and constructed working files.
Market challenges
A few months after launching the beta, the company ceased operations. It was discovered that a company in the same industry from Colombia had decided to penetrate the Mexican market and was approaching the same family-owned hotels that Kuarti had targeted, which was unexpected. The Colombian company's larger size put Kuarti at a disadvantage, so they had to abandon their plans.
Takeaway
I gained valuable experience from the project even though it ended abruptly. Working in a small team with a fast pace and the thrill of starting something new enhanced my adaptability skills and presented a unique learning opportunity. Collaborating with other designers was very rewarding, but being the only designer in a multidisciplinary team challenged me to be versatile and refreshed my broader skillset, which I only sometimes get to practice in a specialized role.
