U.I.WD.’s hospitality branding for PULSO Hotel treats every touchpoint as a cultural expression

In São Paulo’s competitive hospitality landscape, PULSO Hotel has positioned itself as a different kind of luxury destination – one that values openness over exclusivity and integration over imposition. The 57-room hotel, featuring 52 deluxe apartments and five suites, serves as a meeting point where arts, gastronomy and hospitality converge in the heart of Brazil’s cultural capital. São Paulo-based creative studio U.I.WD., founded by Bruno Tatsumi and Mariana Torres, was tasked with creating a comprehensive identity that would reflect this unique positioning. For over a year, the studio developed every aspect of the hotel’s visual presence, from strategy and wayfinding to packaging, tableware and social media – treating the project as what Torres describes as “a huge creative playground with freedom and trust from the client.” Rather than approaching the project as a traditional hotel branding exercise, U.I.WD. sought to create something that transcended conventional hospitality design. “We wanted the visual identity to extend beyond just graphics, it had to be part of the entire guest experience,” explains Tatsumi. The studio’s approach encompassed every conceivable touchpoint, from key cards and coffee cups to signage, dinnerware and stationery, ensuring each element contributed to a cohesive sensorial experience.