San Juan, Puerto Rico
Industry
Turism
Client
San Juan, Puerto Rico
City Brand
Year
2024
Services
Multichannel Campaign
About
San Juan is the capital and largest city of Puerto Rico, an unincorporated territory of the United States located in the northeastern Caribbean Sea. San Juan is situated on the northern coast of the island and serves as Puerto Rico's main port and economic hub. It is known for its rich history, vibrant culture, and beautiful architecture.
Target Audience
Women and Men ages 25-45 years old. Middle to Upper Middle Class, college-educated professionals. They are passionate about history, architecture, and cultural heritage who appreciate visiting historical landmarks, museums, and cultural sites. Health-conscious individuals who prioritize relaxation, rejuvenation, and outdoor activities, including yoga on the beach, hiking in nature reserves, and enjoying holistic wellness experiences. Foodies and wine enthusiasts who seek out authentic culinary experiences, from traditional Puerto Rican cuisine to innovative fusion dishes and craft cocktails.
Moodboard
Creative Process
With each design, I explored unique visual approaches inspired by San Juan, Puerto Rico: from bold, chunky letterforms to fluid, script-style text, reflecting the city’s lively personality.
Color Palette
“Las Olas” Represents the Caribbean waters and clear tropical skies that define San Juan’s coastline.
“Calle Sol” Bold and unforgettable, this color mirrors the sunsets that paint the San Juan’s sky.
“La Placita” This rich, moody tone captures the heart of San Juan's nightlife. Mysterious, magnetic, and full of rhythm.
“Brisa Blanca” symbolizes the wind that moves through San Juan, invisible but deeply felt.
Final Concept
Brand Mark
Wordmark
