The Marketing it Takes to Put a City on the Map
Ever been to Serena del Mar? Probably not, because it’s a Colombian city that hasn’t been built yet. Developers and masterplanners have come together with a vision to build a city neighbouring the old city of Cartegena, taking inspiration from the culture and heritage and integrating it playfully with modern architecture that honours nature and urban amenities (Much like Currie, just, you know, more tropical). The principles of social inclusion, environmental friendliness, and an enriched quality of life are woven through the plan. Chicago-based VSA Partners and Colombian consultancy Novus Civitas were challenged with defining a place that won’t be completed for at least 20 years.
The big idea? Dreams meet reality, shape the world around the land, and evolve alongside the earth.
The visual identity, inspired by the early vision of the project is derived from “los morros”, a geographical feature of the land that includes the mountains and the ocean.
In Colombia, watercolour is a treasured art form so the logo often appears on a watercolour treated backdrop in application. The brand colour palette is both modern and indigenous to the region.
Check out the project video: https://youtu.be/PZmGOYfbdM4