Santa Marta’s Brand System
I built a brand identity, story, applications, and website for the city of Santa Marta, Colombia. The city's brand book is a set of guidelines around symbol, color, typography, and imagery usage — now applied to promote the city's unique experiences around the globe.
The Process
This brand project had to develop as intentionally as the end result we wanted. Combining projective and ethnographic research techniques, we finessed our understanding of existing associations with the city brand.
To unveil the city’s existing brand associations, we developed a mixed-methods research phase — combining free-association boards placed in public parks and malls throughout the city with Café Cayeye, a focus-group format designed for industry leaders.
Brand Book
I designed a comprehensive brand book to guide cohesive, intentional creative executions moving forward.
View the Santa Marta brand book →
Audio Branding
In collaboration with Milpa, I developed a song for the city along with a short audio-logo to introduce in video intros and outros.
