PROBLEM STATEMENT
Representing an entire nation.
During the 2000s and 2010s, the local and global perception of the country was improving, and the Colombian government was competing with other countries in the area to reposition the nation in the international market.
To represent those changes and reach those markets, the Presidency decided to redesign the Colombia country brand to support and align international public relations strategies.
STRATEGY DEFINITION
Mega-diversity makes us unique.
A team comprising multiple Design and advertising agencies (including SeñorLópez, Sancho BBDO, and JWT) was selected by the Presidency of Colombia to work on this project.
The team defined Mega-diversity as the key concept that defines Colombia, impacting biodiversity, economy, social and cultural factors. The challenge was to find a visual identity that could represent accurately a mega-diverse county while addressing multiple local and global target audiences.
WORK EXECUTION
The answer is Colombia.
The team designed a variable logo that transforms according to the message to be communicated, the container and the logotype are used as stable elements. accompanied by a plethora of audiovisual elements depicting the diversity of the country.
The global launch campaign included communications on 8 international airports around the world, with messages tailored for each specific market. In Colombia, social media and co-branding with the most valuable local brands were set in motion to create awareness and ownership.
