Timeline: November 2024 - August 2025

Type: Strategic design, brand development, and program alignment

Inhala is a regenerative retreat space located in a forest in Villa Victoria, México. The project joins nature, socioemocional wellbeing, and community in order to foster mental health and ecological awareness in individuals and groups. My role was to lead the strategic alignment of its business model, value proposition, and communication systems, in order to transform a strong concept into a coherent, scalable regenerative brand.

Inhala already had a powerful purpose and loyal base, but its identity and customer experience was fragmented and unclear, which resulted in higher administrative costs and a los growth rate for the business. The brand's offerings (camping, holistic activities, and retreats) lacked a clear structure and consistent messaging. The challenge was to unify their purpose, user journey, and communication strategy into a single system that reflected their ethos and met market needs.

Define Inhala's value proposition and strategic positioning

Design a customer journey that links brand and touchpoints to user experience

Develop an integrated communications and marketing plan for online and offline channels

Align operational processes with Inhala's mission and regenerative principles

As Lead Strategist and Designer:

Conducted qualitative research with target segments, as well as with their already strong base, which resulted in clear and strong insights for the value proposition and comms strategy

Facilitated strategic workshops to define values, tone, and positioning

Designed the value proposition and service architecture connecting Inhala's activities, target users, and impact goals

Created a 3-month marketing strategy with content pillars and a social media plan

Built the operational roadmap linking programs to logistics and team workflows

The process combined systems thinking, service design, quantitative and qualitative data gathering, and brand strategy:

Project Management to create a consistent workflow for the development of the project as well as for the implementation of the marketing strategy

User Journey Mapping to visualize each segment's path (discovery-booking-experience-reflection)

Competitor and market analysis to define positioning in the wellness-tourism market

Program alignment workshops to connect vision, offerings and logistics

Strategic value proposition framework and brand statement that allows Inhala to understand what they offer and what their base values about them

Customer segmentation model with journey maps, validated by the recurring client base of their own as well as of other businesses such as them

Service portfolio map to understand cost structure and price ranges, which allowed the building of packages for clients

3-month communication plan with content themes per Inhala's values and client desires

Operational roadmap linking internal processes to customer touchpoints

Unified brand system articulating Inhala's regenerative identity

Clear segmentation and experience design improving client clarity

Coherent marketing and comms strategy leading to a 15% growth in online engagement and collaborations in the 3 months after the project ended, with a growth trend of 2.5% per month

Scalable framework for future partnerships and retreats

Reduced operational costs by 5% and increased client retention by 8%

Strategic planning | Service & experience design | Stakeholder facilitation | Brand systems thinking | Project coordination | Marketing strategy.