The primary objective of this project is to develop a comprehensive branding system for the city of Cartagena, Colombia through visual identity and application.

In order to design a successful brand, I must create a system that is consistent with a prominent brand mark. After designing a logo, I need to find a strong color palette and typeface which compliments it. From stationery, environmental graphics, to souvenirs it is important to stay true to the city’s charm and history.

Cartagena is a colonial city on Colombia’s Caribbean coast. By the sea is the historic walled Old Town lined with cobblestone streets and colorful colonial buildings. Cartagena is known for its vibrant culture, history, and colorful buildings. An identity for this city must highlight these aspects and allow people to become apart of the city’s captivating surroundings. To do so, the color palette and city logo will be designed after the colorful, stacked buildings. The shapes in the existing city flag will be brought into the design system with a modern touch. Through my services I will highlight and promote that Cartagena is a lively city that people will want to discover and travel.