NUMA STAYS
NUMA STAYS
KEYWORDS / GRAPHIC DESIGN / HOSPITALITY / TECH / ILLUSTRATION / TRAVEL / EUROPE / LIFESTYLE / WAYFINDING
ABOUT NUMA
During my 2.5 years as a graphic designer at Numa, I supported a fast-scaling hospitality tech brand that’s redefining the guest experience across Europe. Numa combines boutique-style stays with seamless digital experiences, replacing traditional hotel hassles with smart, design-driven solutions. I contributed to visual storytelling across multiple touchpoints—helping shape a cohesive, modern identity that matched the brand’s mission: delivering frictionless, memorable stays in some of Europe’s most exciting neighborhoods.
Taquería Madre celebrates authentic Mexican cuisine in an elevated way while carefully crafting their dishes to share with friends alongside classic drinks. The owners, being Mexican, discovered that the international food scene in the beautiful city of Berlin is amazing, but the mexican cuisine is lacking attractiveness and authenticity.
Taquería Madre celebrates authentic Mexican cuisine in an elevated way while carefully crafting their dishes to share with friends alongside classic drinks.
Key Responsibilities / Visual Design / Cross-team collaboration /
Illustration / Digital Marketing / Wayfinding Strategy /
Motion Design / Digital and Print design / Social Media Content
In Collaboration with the Brand, Marketing and Operations teams at numa.
MY ROLE AT NUMA
My work spanned the creation of both digital and printed brand collateral, marketing campaign assets, and illustrations that brought warmth and personality to the brand. I was also heavily involved in the development of signage for Numa properties across Europe, collaborating closely with the operations teams to bring these systems to life across various locations, ensuring consistency and impact in diverse architectural contexts.
Develop a brand identity, collaterals and a website that harmoniously and effectively communicates the taquería's value and experience to Berliners, as well as the Mexican
view of the taco as something "holy".
Additionally, I supported print production and asset rollout, helping translate brand values into both tactile and large-scale physical experiences. This role allowed me to merge thoughtful design with real-world application, contributing to a hospitality experience where every visual detail felt intentional and elevated.
Through the brand's behavior, typography and color story, the essence of true authentic Mexican taquerías is captured in an elevated way. Taquería Madre seeks to be a place where you can enjoy a genuine Mexican experience and share classic drinks with friends.
Through the brand's behavior, typography and color story, the essence of true authentic Mexican taquerías is captured in an elevated way. Taquería Madre seeks to be a place where you can enjoy a genuine Mexican experience and share classic drinks with friends.
PROJECTS
As part of Numa’s brand team, I worked on a wide range of creative projects that brought the brand to life across both digital and physical touch points. My responsibilities included being involved in the design and planning of digital marketing videos enhanced with custom illustration, creating illustrated and branded assets for physical properties, and contributing to internal brand materials used by employees across Europe.
The logo is composed of a wordmark,
mixed in 2 different fonts inspired by street
taquerías of various regions in Mexico. Their communication and collaterals tend to be very rough, rustic and sometimes handmade. The brand illustrations and colors are a user-friendly way of depicting how vibrant the food is, and how much Mexicans put tacos, chiles and mezcal in a pedestal.
The logo is composed of a wordmark,
mixed in 2 different fonts inspired by street taquerías of various regions in Mexico. Their communication and collaterals tend to be very rough, rustic and sometimeshandmade. The brand illustrations and colors are a
user-friendly way of depicting how vibrant the food is, and how much Mexicans put tacos, chiles and mezcal in a pedestal.
We also developed layouts for press release spreads announcing new property openings, illustrated postcards and city guides as guest touch points, and produced engaging content for Numa’s social media channels. These projects allowed me to explore the brand’s visual language in diverse formats, always with a focus on clarity, personality, and consistency.
The Typefaces used are modified in the wordmark, originating from the act of street vendors modifying and adapting graphic elements and fonts to their needs, sometimes without contemplating if it's correct or not.
On the restaurant's communication and website, we aim to reflect the personality of this culinary experience, all while carefully considering the target audience and their needs. Details and simplicity are key
in taking this into action.
The Typefaces used are modified in the wordmark, originating from the act of street vendors modifying and adapting graphic elements and fonts to their needs, sometimes without contemplating if it's correct or not. On the restaurant's communication and website, we aim to reflect the personality of this culinary experience, all while carefully considering the target audience and their needs. Details and simplicity are key in taking this into action.
