Just 32 kilometers from Cali, Colombia, nestled between imposing mountains and a cool climate, lies Vijes: a traditional town whose legacy seeks to be told with the strength it deserves.

Purpose:
To create an authentic territorial brand that highlights the cultural essence of Vijes, boosts tourism, and promotes new opportunities for the well-being of its people.

Challenge:
How do you translate the cultural richness of a remote town into a brand, using the genuine perspective of its people? How do you put Vijes on the radar? The challenge was to create Vijes' destination brand from the perspective of its people of all ages, representing its living essence with coherence in different settings and turning it into a tool to enhance the municipality’s cultural tourism from the heart of its collective identity.

Solution:
Over the course of eight months, we explored the territory and immersed ourselves in its traditions. The result: we built a brand from the inside out, with active participation from the people, inspired by the knowledge and flavors of Vijes—such as its typical sweets—that honors its traditions and captures its vibrant essence through an adaptable visual universe; creating an identity that resonates with the symbols and colors of its surroundings.

A logo-symbol that represents the weight of Vijes' legacy and the firmness of its mountains, with a unique and robust 'V' for Vijes.

A slogan – "A Destination That Shines Between Mountains" – chosen by its inhabitants through a physical and digital voting device.

A living, coherent, and expressive brand that conveys the warmth of its people with an inviting language, projected to help make Vijes visible as a destination with an attractive cultural offer for locals and visitors alike.

Additionally, we launched the brand on social media with fresh content that captured the culture of Vijes and laid the foundations for the Hecho en Vijes strategy, an initiative to strengthen and highlight local manufacturing ventures.

Impact:
Today, the brand is part of daily life in Vijes: it is felt in its streets, at events, and in the way it presents itself to the country and the world. Vijes Visible is a collective effort to proudly show itself and pave the way for a more visible future filled with sustainable opportunities.