Client Ask

The Santa Fe de Antioquia Mayor’s Office sought to establish a strong and cohesive brand identity for the town as a cultural and sustainable tourism destination. They needed a name and visual identity that would capture the essence of Santa Fe de Antioquia beyond its colonial heritage and position it as a vibrant, multifaceted destination.

Research

We analyzed existing perceptions of Santa Fe de Antioquia and its tourism potential, studying visitor profiles, competitor destinations, and successful branding strategies for heritage towns. Through interviews with local stakeholders, we identified key aspects that define the town’s appeal: history, nature, gastronomy, and community-driven tourism.

Reframe

Rather than limiting the brand to its historical narrative, we redefined Santa Fe de Antioquia’s identity as a destination of discovery—where every corner tells a story, and every experience connects visitors to its rich past and dynamic present.

This led to the creation of "Descubre Santa Fe de Antioquia", a name that invites travelers to explore its culture, flavors, landscapes, and traditions beyond what’s commonly known.

Execution

We developed a visual identity that balances heritage with modernity, using a color palette deeply rooted in the town’s essence. Earthy tones represent its historical significance, while green and white pay homage to Antioquia’s flag and the colonial facades that define its streets. To bring vibrancy and warmth, we incorporated hues inspired by veraneras, the bougainvillea flowers that adorn the town, adding a dynamic and welcoming touch.

The logo and graphic system reflect the interconnectedness of Santa Fe de Antioquia’s elements, blending historical charm with contemporary vibrancy. The brand assets were designed for digital and physical applications, ensuring consistency across tourism materials, signage, and online platforms.

Results

The new brand identity provided Santa Fe de Antioquia with a clear and compelling narrative, helping unify tourism efforts under a strong visual and conceptual framework.

Local businesses and tourism operators embraced the identity, integrating it into their communications. The branding positioned Santa Fe de Antioquia as a destination that offers not only history but also rich, immersive experiences that invite exploration.