Discover Puerto Rico
After two years of rehabilitation from the devastation of hurricane Maria, the DMO for the country was looking to refresh the islands identity and overall tourism efforts.
We developed a brand identity and marketing tool-kit focusing on reintroducing the exotic, yet domestic destination to tourists.
IT’S TIME FOR PUERTO RICO
The strategy was built around cultural insights and the island’s colorful and colonial architecture. We defined the brand personality as playful, expressive, adventurous, and aspirational. Leveraging these attributes we developed a unique mark, color palette, and layout system inspired by the caribbean’s blend of city, sea, and jungle elements.
STRATEGY
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Brand Collateral
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Annual Report Design
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Annual Report Design
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Annual Report Design
And at the outset of the pandemic, it seemed like all we had was time. This gave our audience (would-be travelers, meeting and conference goers, even industry partners) the opportunity to think about the things they really missed: Seeing the world. Experiencing new cultures. The feeling of warm sand between their toes. Salsa dancing for the first time. Seeing sunsets with the ones they love. This platform emphasized all the good that was just over the horizon – that there would be a time when all of this unpleasantness would pass. When it was time to get back to living, and laughter, and sun, and frozen drinks, and turquoise water. And when that time came, Discover Puerto Rico would be ready to remind people of what they’ve been missing and exactly where to find it.
OUTCOME
Creative | R&R Partners
