Moncayo is a visionary community development spanning 1,100 acres along Puerto Rico’s eastern coastline. As part of the renowned 

, Moncayo offers ultra-luxury residences alongside a vast array of amenities, including a championship golf course, wellness and recovery center, multiple high-end dining venues, an international school, and a working organic farm – all designed to set a new standard in elevated Caribbean living.

Our branding approach positioned Moncayo not as a typical luxury development but as an entirely new concept—a world unto itself and a holistic lifestyle uniting wellness, community, culture, and adventure. We developed the name Moncayo, inspired by the Spanish words “Monte” (mountain) and “Cayo” (cay), to reflect the grandeur of the surrounding landscape. The logo and visual identity system balance high-touch refinement with artisanal craft, and the communications we developed—including the full website, vision and product books, merchandise, and promotions—were all designed to resonate with an ultra-high net worth target seeking not merely a luxury residence, but entry into a transformative way of life.

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Moncayo overview video

An Auberge island paradise

Moncayo

Founded over a century ago as the nation’s first luxury hotel designed for businesswomen (husbands were consigned to their own floor)… converted to a motor inn in the 50’s… revamped again in the 70’s as a bohemian, Morrocan-themed pleasure palace (complete with live camels)… revived in the 80’s and 90’s as an artist’s den (Prince filmed a video there), The Figueroa had since fallen into disrepair and slipped off the cultural radar. However, the bones of a great hospitality experience were still there: iconic architecture, a lush courtyard pool, multiple F&B venues, and an ideal location in the heart of downtown LA.

Instead of wiping the slate clean, we chose to infuse the hotel’s colorful history, quirky features and beloved place in DTLA culture into the new brand. We dug through historic logos. We unearthed vintage photos and advertisements. We developed spot illustrations of the building’s unique visual profile and most iconic details. The result was a new narrative, identity and materials that honored the past while generating newfound relevance for today’s audiences.

Excavating a fixture of Downtown LA 

Hotel Figueroa

MacArthur Place was a charming but faded Sonoma farmhouse inn with many innate charms, including period architecture, sprawling gardens, and a classic mid-century pool. The challenge was how to reimagine the brand and align these assets with the values of a younger, more affluent, Silicon Valley audience.

Love & War worked with the resort’s new owners to reposition the MacArthur Place brand around a new culture of natural luxury, emphasizing authentic experiences, wellness and an enlightened worldview above formality and flash. Our work included a new visual identity system, a new website and a reimagined hospitality experience for virtually every aspect of the guest journey, from arrival to checkout.

Natural luxury in downtown Sonoma

MacArthur Place

Set at the base of Vail Ski Mountain and adjacent to Gondola One, The Chalet is Four Seasons' latest amenity. Designed to elevate the on-mountain experience, it offers everything from equipment storage and lounge access to dining and gear portage—all just steps from the slopes.

The challenge was to position the experience as a “mini destination” with stand-alone cachet and a mountain spirit while also aligning with the refined ethos of the Four Seasons brand. Our approach balanced exclusivity with approachability, resulting in the name The Chalet—a choice that evokes sophistication while connecting to alpine traditions. The identity design features hand-drawn typography and etching-style illustrations, adding a crafted, mountain-inspired dimension to the brand. Additionally, we developed a comprehensive signage and guest materials package, culminating in a successful launch for the winter 2025 season.

Elevated on-mountain hospitality

Four Seasons Vail

Set on the pristine coastline of Todos Santos, Mexico, Mas Olas is a new ultra-luxury resort spanning acres of raw Baja landscape. Unlike the crowded beachfront resorts of Cabo, Mas Olas offers something far more special: true space, freedom, and deep immersion in nature.

The brand we developed embraced that sense of escape. Inspired by the natural textures and spirit of the Baja coastline, we crafted a refined yet grounded identity that honors the land and culture while signaling an unmistakably high-end, world-class experience. The work included full brand development, an iconography system built on a series of hand-drawn illustrations, naming and branding for multiple F&B venues, guest materials, and digital marketing support.

A different side of Baja

Mas Olas

For over a decade, Love & War has been developing all of Stratton Mountain’s branding and advertising, spanning print, transit, out-of-home and digital platforms. 

Each annual campaign centers on the tagline “Let’s Winter,” celebrating the joys of this often-maligned season and positioning Stratton as the ultimate Vermont escape for city-weary New Yorkers. While they may have always "summered" in the Hamptons, they now proudly “winter” at Stratton.

Vermont’s best loved ski resort

Stratton Mountain Resort

Love & War worked with a new ownership group to transform this historic — but faded — beachside resort into one of the most in-demand lifestyle destinations in The Hamptons and Montauk. In addition to the redesign of the Gurney’s brand and guest experience, we also developed concepts, naming, and brands for its four on-site restaurants as well as its four seasons spa.

A key point of inspiration for the brand was the innate character of Montauk itself, known for its easy, unpretentious charm. Rather than try to “out-luxury” the competition, we positioned Gurney's as the quintessential Montauk destination, with an understated sophistication that differentiated from both its rowdier and its more pretentious competitors.



Photography: Filip Wolak, Gurney's Montauk, Air Aroma

A Hamptons icon, reborn

Gurney's Montauk

Love & War led the most recent overhaul of The Plaza Hotel’s branding, including the development of a new visual identity system, website and packaging as well as branding for the hotel's food & beverage outlets – including The Champagne Bar, The Palm Court and The Rose Club.

The rebranding of The Plaza was designed to maintain the stature of the hotel and honor its place in history while infusing a breath of fresh air that engages newer generations. As part of our work, we collaborated with the legendary French company Bernardaud to develop custom plateware and settings for The Palm Court and reintroduced the settings and materials for "Eloise Tea" – a favorite at The Palm Court for generations.

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Reawakening a New York legend

The Plaza Hotel

When we first visited the site for Mission Pacific, it was little more than a nondescript parking lot by the beach. Yet, the potential was undeniable: steps from the sand, a relaxed coastal energy, and a hardscrabble beach town on the cusp of transformation—drawing a younger, more innovative, and creatively minded population. The challenge was to craft a brand that could elevate this overlooked stretch of coastline while authentically capturing Oceanside’s emerging creative spirit.

The branding we developed—including the concept, naming, and full identity design—tapped into the collective fantasy of Southern California living: a dreamy fusion of relaxed luxury, local cultural texture, and sensory richness. We emphasized gentle, earthy materials, a serene palette, and artisan craftsmanship, creating a brand that both celebrated Oceanside’s creative renaissance and elevated its appeal as a destination. We then extended the vision into every aspect of the experience, from the calming room interiors to the identities of the property’s signature dining venues, including the MICHELIN-starred Valle restaurant and the vibrant Rooftop Bar.

Hotels & resorts