baja 69
BRAND RESET
+
CONTENT STRATEGY
BAJA 69 IS A QUIET DESERT PROPERTY LOCATED JUST MINUTES FROM CERRITOS BEACH IN BAJA CALIFORNIA SUR.
WHEN I ARRIVED, THE PROPERTY HAD INCREDIBLE POTENTIAL BUT ALMOST NO COHESIVE ONLINE PRESENCE. THE INSTAGRAM FEED LACKED STRUCTURE, THE MESSAGING DIDN’T COMMUNICATE THE ATMOSPHERE OF THE PLACE, AND THE PROPERTY ITSELF WAS NOT POSITIONED CLEARLY AS A DESTINATION.
THE GOAL WAS SIMPLE:
CREATE A VISUAL IDENTITY AND DIGITAL NARRATIVE THAT MATCHED THE EXPERIENCE OF BEING THERE.
NOT LOUD. NOT COMMERCIAL.
QUIET, INTENTIONAL, AND CINEMATIC.
PROJECT OVERVIEW
THE CHALLENGE
LIKE MANY BOUTIQUE PROPERTIES, BAJA 69 HAD GREAT BONES BUT AN UNDERDEVELOPED DIGITAL PRESENCE.
THE MAIN CHALLENGES WERE:
• NO COHESIVE VISUAL LANGUAGE ACROSS SOCIAL MEDIA
• NO CLEAR POSITIONING FOR THE PROPERTY ONLINE
• LITTLE STORYTELLING AROUND THE ENVIRONMENT OR ATMOSPHERE
• MISSED OPPORTUNITIES TO ATTRACT REMOTE WORKERS AND LONG-STAY GUESTS
THE PROPERTY ITSELF OFFERED SOMETHING RARE: SILENCE, OPEN DESERT, AND PROXIMITY TO ONE OF BAJA’S BEST SURF BEACHES.
THE ONLINE PRESENCE NEEDED TO REFLECT THAT.
MY APPROACH
Rather than treating Baja 69 like a typical hotel listing,
the strategy focused on mood, atmosphere, and minimal storytelling.
The goal was to make the property feel like a hidden refuge.
The content direction focused on:
• Quiet mornings on the balcony
• Firelight at sunset
• Desert textures and architecture
• Slow pacing and cinematic framing
The intention was not just to show the property, but to communicate the feeling of being there.
Over several days on site, I captured a series of short cinematic sequences and environmental photography designed to build the foundation of the property's visual identity.
CONTENT PRODUCTION
The content included:
• Drone establishing shots of the property and surrounding desert
• Architectural and lifestyle photography
• Slow-paced cinematic reels
• Social media storytelling sequences
These assets were designed not only for Instagram, but also for future advertising, booking platforms, and brand storytelling.
SOCIAL MEDIA RESET
Instagram Strategy
The Instagram page was completely reset and rebuilt
with a cohesive visual grid and narrative flow.
Each post was designed to contribute to a larger story about the property rather than functioning as standalone content.
This included:
1)Reel-first content strategy
2)Minimal captions focused on atmosphere
3)Strategic cover frames for grid cohesion
4)A slower, more cinematic pacing aligned with the Baja environment
The goal was to make the page feel
CLEAN + curated.
BEFORE
AFTER
-SEO OPTIMIZED BIO
-VISUAL CONSISTENCY
-HIGH QUALITY CONTENT
-CLEAR CALL TO ACTION
-NO CLEAR CALL TO ACTION
-NO VISUAL GUIDELINES
-LOW QUALITY CONTENT
-BIO NOT SEO OPTIMIZED
EARLY RESULTS
More importantly, the property now has a visual identity and digital foundation that can support future campaigns, bookings, and collaborations.
THE
BIGGER
PICTURE
Great properties already have stories.
The difference is how those stories are told.
For Baja 69, the focus was not on selling rooms. It was about capturing the quiet atmosphere that makes the place special.
When the visual language matches the experience, the right audience finds you.
INTERESTED IN A REBRANDING OF YOUR SOCIAL MEDIA PRESENCE?
