Hotel Infante Sagres Porto

Oversee the complete rebranding of Hospes Infante Sagres, Porto’s first 5-star hotel since 1951. The task was straightforward: refurbish its identity, aligning it with the Hospes Hotels Group’s luxurious appeal, by orchestrating new branding, marketing, and digital narratives that embrace both heritage and modern allure.

YouMakeMe worked closely with Nano Design, a highly acclaimed architecture firm in Porto, to masterfully reimagine the space, blending local culture with modern elegance through a story-led design direction that is inspired by Portugal’s Age of Exploration and Discovery, a fascinating chapter of history replete with tales of exploration. The hotel’s enhancements pay homage to Prince Henry the Navigator, also known as Infante Sagres, and to “The Lusiads,” a renowned Portuguese epic poem by Luís Vaz de Camões.

In line with this narrative thread, we created a strong social media strategy and brand voice, to envelop guests in the abundant cultural legacy of Portugal, and entice them to embark on their own odyssey of discovery and timeless stories.

We also captured the hotel’s compelling mix of culture, heritage, modernity, and refinement in new photo and video content, to showcase the distinctive aesthetic through creative and engaging visual assets. Our digital overhaul also included the launch of a reimagined website, complete with enhanced content, improved user experience, integrated CRM and Emailing tools, and a well-coordinated paid campaign strategy.

Hospes Infante Sagres now stands proudly as the renewed icon of Porto, the city’s original five-star hotel reimagined with purpose and precision. The new brand voice resonates across every touchpoint, from a revitalized digital presence to the stories told by guests and staff alike.

What began as a design-led transformation became a full-scale revival of identity, visibility and relevance. Today, everyone wants to know the story of the Luciads, whether through the hotel’s highly followed Instagram or in person. With a clear voice, elevated image and revitalized performance, the hotel has reclaimed its place at the heart of the city.