Santiago is the largest city in Chile and is the capital. It also has the largest economy in South America.
We want to encourage families to visit and explore the city. We highlighted the 'go' in Santiago to emphasise the action.
A core value of our brand is being adventurous and we designed our slogan, 'go explore', to reflect this.
The 'go' we have highlighted can be transferred to various campaigns throughout the city.
It is both recognisable and flexible and there is potential for partnerships with businesses and organisations within the city.
We wanted our colour palette to reflect the vibrant life in Santiago. We drew inspiration from the colours of the architecture and the festivals.
Our choice of typography is playful and youthful, appealing to young families without appearing childish. The handwritten 'go'becomes an iconic symbol within the identity.
Our promotional campaign features an interactive poster, where children are invited to draw a recognisable building either by dot-to-dot or colour by numbers.
The aim of this is to engage with children, perhaps before they arrive, for example if the poster appears in an airline magazine and can be filled out during the journey.
This campaign is fun and interactive, encouraging children to engage with the city before they have even arrived. A QR code leads parents to further information about what the city has to offer.
The product we propose is the SantiaGO Explorer Pass. It is designed to help children navigate around the city. The pass will be scanned at strategic tourists locations and points will be collected. The children can see where in the ity they are and learn about it's history.
The manufacturing process is injection moulding, which allows a fast and inexpensive method of producing the explorer pass. The shape represents the traditional Chilean bell flower. The product is designed to be worn on a lanyard which leaves the user hands free.
The explorer pass is made using a soft, opaque silicone. The silicone features a barcode which can be scanned at popular tourist locations throughout the city, for example the Catedral Metropolitana.
At the end, a certificate is presented which shows the places you have visited and the points collected on your trip. This provides a lasting memory of Santiago.