Raising the depths.
Tagoro Dive brand
Raising the depths.
Tagoro Dive brand
Raising the depths.
Tagoro Dive brand
Fields
Brand Strategy
Brand Strategy
Visual Identity
Visual Identity
Industry
Adventure
Adventure
Tourism
Tourism
Date
June 25'
June 25'
Role
Creative Director
Creative Director
Photographer
Photographer
Studio
Lucero Studio
Lucero Studio
Into the blue
Into the blue
Tagoro Dive is a diving center based in La Restinga, a small fishing village on the southernmost point of El Hierro, the most remote of the Canary Islands and one of Europe's most celebrated diving destinations. Founded by a team with a deep passion for the sea, Tagoro was built around a simple idea: diving is best experienced as a family.
Antonio, a close friend and founding member, called me to bring that to life. So I packed my bags and moved to El Hierro, and over almost two years I trained as a Divemaster alongside the team and built the brand from the inside out.
For once, the designer was also part of what was being designed, and that's what makes it the most special project I've ever worked on in my career.
Tagoro Dive is a diving center based in La Restinga, a small fishing village on the southernmost point of El Hierro, the most remote of the Canary Islands and one of Europe's most celebrated diving destinations. Founded by a team with a deep passion for the sea, Tagoro was built around a simple idea: diving is best experienced as a family.
Antonio, a close friend and founding member, called me to bring that to life. So I packed my bags and moved to El Hierro, and over almost two years I trained as a Divemaster alongside the team and built the brand from the inside out.
For once, the designer was also part of what was being designed, and that's what makes it the most special project I've ever worked on in my career.
Fields
Brand Strategy
Visual identity
Industry
Adventure
Tourism
Date
June 25'
Role
Creative Director
Photographer
Studio
Lucero Studio
A new horizon
for an old spirit
A new horizon
for an old spirit
The strategic starting point was unusual, Tagoro Dive inherited the facilities and client base of The Green Shark, an old french diving centre that had been operating in La Restinga for years.
The challenge was to reinvent something that already existed, preserving what already worked and leaving the rest behind.
From those discussions, clear values emerged: safety, warmth, connection, friendliness and relaxation, alongside four strategic areas where the brand would build its influence: educational diving, marine biology, the island experience, and brand partnerships.
The strategic starting point was unusual, Tagoro Dive inherited the facilities and client base of The Green Shark, an old french diving centre that had been operating in La Restinga for years.
The challenge was to reinvent something that already existed, preserving what already worked and leaving the rest behind.
From those discussions, clear values emerged: safety, warmth, connection, friendliness and relaxation, alongside four strategic areas where the brand would build its influence: educational diving, marine biology, the island experience, and brand partnerships.
The meeting point
The meeting point
Tagoro is the word the ancient Canarians (Bimbaches) used for a circular gathering of stones: a meeting point.
It is also the name of the underwater volcano that rises off the coast of La Restinga, the youngest in El Hierro and the one that renewed the marine life of its waters. The volcano itself was born in 2011, when an eruption beneath the Mar de las Calmas reshaped the seabed over 148 intense days, the first complete eruptive process ever monitored in Spain. What began as a violent disruption to the marine environment slowly became something else: a new ecosystem, richer than before.
The logo grew from there. A circular emblem echoing the gathering of stones holds the two elements that define the dive: the volcano that shaped these depths, and the mobula tarapacana, the great ray that glides over them, symbolizing the new life that emerged from the cataclysm.
Tagoro is the word the ancient Canarians (Bimbaches) used for a circular gathering of stones: a meeting point.
It is also the name of the underwater volcano that rises off the coast of La Restinga, the youngest in El Hierro and the one that renewed the marine life of its waters. The volcano itself was born in 2011, when an eruption beneath the Mar de las Calmas reshaped the seabed over 148 intense days, the first complete eruptive process ever monitored in Spain. What began as a violent disruption to the marine environment slowly became something else: a new ecosystem, richer than before.
The logo grew from there. A circular emblem echoing the gathering of stones holds the two elements that define the dive: the volcano that shaped these depths, and the mobula tarapacana, the great ray that glides over them, symbolizing the new life that emerged from the cataclysm.
Truly handcrafted
Truly handcrafted
The identity moved from the initial concept to the center itself and we built it by hand: the golden bronze emblem cast for the entrance, the underwater murals painted across the interior walls, the whole team brush in hand, turned bare concrete into the world Tagoro had imagined.
The identity moved from the initial concept to the center itself and we built it by hand: the golden bronze emblem cast for the entrance, the underwater murals painted across the interior walls, the whole team brush in hand, turned bare concrete into the world Tagoro had imagined.
The site
The site
In a market where most diving centers treat their web presence as an afterthought, Tagoro needed a site that matched the experience it offered: simple to navigate, visually driven, and built to transmit the warmth and calm that defines the center.
The real challenge was positioning. With a handful of centers competing for the same searches in the same village, every decision had to serve a clear purpose: to make Tagoro the obvious choice for any diver landing on El Hierro for the first time.
In a market where most diving centers treat their web presence as an afterthought, Tagoro needed a site that matched the experience it offered: simple to navigate, visually driven, and built to transmit the warmth and calm that defines the center.
The real challenge was positioning. With a handful of centers competing for the same searches in the same village, every decision had to serve a clear purpose: to make Tagoro the obvious choice for any diver landing on El Hierro for the first time.
Beyond the dive
Beyond the dive
Tagoro Dive makes hundreds of people happy every year. Divers from across the world come to this remote island and leave with something that goes beyond a certification or a dive log: a real connection to one of Europe's most remarkable marine ecosystems.
The brand has grown beyond the center itself. Tagoro Dive Trips, their newly launched travel agency, now takes that same spirit to diving destinations around the world.
Creative direction
Jaime Lucero
Jaime Lucero
Paulina Castello
Paulina Castello
Photography
Jaime Lucero
Jaime Lucero
Paulina Castello
Paulina Castello
Dev & SEO
Gustavo Gómez
Joel W
Content
Antonio Castrillo
Antonio C.
Dev & SEO
Joel W.
Gustavo Gómez
Keep
exploring
Other projects
Other projects
Casa del Libro
Product Design
Casa del Libro
Product Design
Casa del Libro
Product Design
Anatase Pure®
Brand identity
Anatase Pure®
Brand identity
Anatase Pure®
Brand identity
Curious?
Location
Jaime Lucero
Creative Designer
Multidisciplinary Photographer
Reach me at:
jaime.luceromarcos@gmail.com +34 646 13 44 86
Currently:
Based in Madrid
Open from:
Monday to Friday
9 AM to 17 PM
Design & Build
2026
Curious?
Location
Jaime Lucero
Creative Designer
Multidisciplinary Photographer
Reach me at:
jaime.luceromarcos@gmail.com
+34 646 13 44 86
Currently:
Based in Madrid
Open from:
Monday to Friday
9 AM to 17 PM
Design & Build,
2026
Curious?
Creative Designer
Multidisciplinary Photographer
Jaime Lucero
Reach me at:
jaime.luceromarcos@gmail.com +34 646 13 44 86
Location
Currently:
Based in Madrid
Open from:
Monday to Friday
9 AM to 17 PM