Place Branding
Amazing Mérida - Brand design and visual identity.
The proposal is based on the values of the city of Mérida and its region. The central idea os to propose a brand that sets itself apart from the political brands and the parameters of traditional place branding in order to create an outstanding message with high commercial sense and communication potential.
PROBLEM
Mérida is the most touristic city in Venezuela and it’s identified under a political brand. It does not have a place brand that coherently projects its values. The political brand has a chaotic visual system with a high political voice that excludes the values of the city.
CHALLENGE
Redesign the brand of the city based on its true identity and position it as the best touristic option in the country. This visual identity must include human, natural, geographical, architectural, social and cultural references of the region.
SOLUTION
Under the concept of Amazing Merida, we designed a brand with a dynamic and timeless identity: A chronicler projecting the values of the city and its people. We gave the brand a touristic tone of voice and set it far from the political visual discourse. The result: a simple and attractive brand that highlights the most important aspects and its own identity.
VALUES
The brand is created around four basic values: culture, movement, chronicle ability and wilderness. These values are associated with the city’s citizenship, its historical values, geography, vegetation and mountain climatology, all of them unique in a tropical country like Venezuela. Mérida’s character is to be built around a 200 years old University as well as its touristic appeal: eternal snowy peaks, wonderful flora and amazing landscaping.
A HAPPY, LIGHT AND PLAYFUL CITY
We focused the brand’s concept around untraditional aspects of the city, trying to show more than the usual clichés, but without forgetting what forms the city´s DNA: its people, its history, its nature, its culture.
BRAND’S IDEA: MÉRIDA ES ASOMBROSA (Mérida is Amazing)
Amazing: “causing great surprise or wonder; astonishing. ”We foster the city’s hidden gems and created a visual experience based on the idea of creating wonder. Mérida is a small city, a gift box, full of surprises.
