Editorial
Knowing what deserves emphasis, sequence and context.
Montēs
A practice for the people shaping how hospitality is experienced, understood and remembered.
Brand & Marketing for Hospitality.
Strategic direction and direct creative execution, assembled around what each place and project actually requires.
Why the practice exists
Hospitality brings brand, place, people, experience, media and business into the same system.
The most interesting hospitality businesses are rarely built through one discipline. A place has to know what it represents, create something worth experiencing, show it well, reach the right people and keep learning from the relationship.
Montēs works across those decisions.
Juan Manuel
Founder / Director, Montēs
Juan Manuel Pastorino
- Brand Consultant
- Creative Director
- Brand Storyteller
- Photographer & Filmmaker
Juan Manuel works at the intersection of brand, hospitality, editorial and image-making, combining strategic thinking with direct creative execution. His work starts by observing the place, people, offer, culture and commercial context before deciding what should be made.
Portrait / field image
The Practice
Senior-led. Deliberately assembled.
Project teams are assembled around the problem rather than maintained as a generic department chart. Montēs can define direction and also produce or build what is required to bring that direction into the world.
- Senior involvement remains visible from direction through delivery.
- Specialists join the work when their discipline materially improves the result.
- Direction and execution can live inside the same project without becoming a generic full-service model.
- Responsibility, scope and collaborators should remain clear to the client.
Studio
Editorial · Documentary · Commercial
Studio is the creation and production engine across the practice. It gives strategic direction a way to become visible, usable and real.
Documentary
Paying attention to what is real, specific and worth preserving.
Commercial
Understanding what the work ultimately needs to do.
IdentityDesignPhotographyFilmEditorialCampaign CreativeWebsitesLanding PagesDigital Production
Working principles
A few things guide the work.
- Attention before prescription.
- Specificity before category formulas.
- Clarity before complexity.
- Make the strategy tangible.
- Build assets that continue creating value.
- Learn from what people actually do.
What we pay attention to
The wider hospitality world around the property.
- Place
- People
- Culture
- Offer
- Experience
- Media
- Digital behavior
- Commercial priorities
- Relationships
- What is worth preserving
- What is underdeveloped
Ongoing thinking
Signals
Montēs’ thinking continues through Signals — Studies, Benchmarks, Reports and observations on how hospitality is changing.
Explore SignalsA conversation can be the beginning of something important.
We can look together at where you are, what is already working and what could make the most sense to do next.
Book a Meeting →