With over 15 years of industry experience, Victoria leads the team in developing brand strategy for the most internationally significant hospitality groups. Victoria has directed the design of a multitude of key high-level projects globally, and specializes in the creation of fresh and fully realized concepts.

Now as Principal of HBA Strategy, Victoria provides a passionate, research driven approach to creating and developing unique brand experiences in the extremely competitive up-scale and luxury hospitality market segments.

Cosme has more than 10 years’ experience in creating captivating experiences that tell a brand’s story. He focuses on guest journeys, spatial activations, and brand identity, as well as specializing in designing high quality immersive environments that bring brands to life.

Focusing on branding, graphic design, and signage/wayfinding for hospitality and residential clients worldwide. Since joining HBA in 2018, he has brought over a decade of expertise in corporate advertising, branding, and design.

Jon oversees branding projects, signage & Wayfinding, and crafts design narratives that bridge graphic and architectural language. His team works across print, web, digital, motion graphics, and multimedia. Notable projects include the Vintage Estate in Napa Valley, Ritz-Carlton Denver, Hampton Inn Santa Monica, Hotel Amarano in Burbank, Hilton Monterrey, Hyatt Centric Los Angeles, and the award-winning Hilton Los Cabos. Drawing inspiration from his Spanish heritage, diverse cultural influences, and global travels, Jon creates distinct branding and wayfinding solutions that enhance a property's identity while ensuring seamless traffic flow and maintaining brand character.