Brand evolution, creative direction, photography. Since 2018.
Aracari designs private journeys through Peru. It needed a brand that spoke to travellers who have already been everywhere, without the vocabulary every luxury operator uses.
The work began with the 2018 rebrand and an evolved logo. The 2025 brand strategy set the voice and the visual standard: photography that carries the story, a logo that never announces itself, editorial restraint over brochure language. The tagline is Deeper Journeys, Different Perspectives.
As creative director I keep the system consistent across the website, the shop, print advertising and the photography manual that now governs every image the company uses.
“Marcella identified the points that needed improvement, persuaded me with sound arguments as to what needed work… She not only evolved our logo (which I forcefully resisted doing initially), but she has also extracted the intrinsic value of Aracari’s intangible assets and has made them tangible, so that our customers are able to experience Aracari from afar and in advance.”
Marisol Mosquera, founder, Aracari
