Devalon Santiago Portfolio - Tourism Campaign

Puerto Rico

This project aimed to promote tourism in the region by developing a comprehensive campaign consisting of a website & brochure.

Target Audience

The island is a popular destination for tourists who have yet to experience its beauty. Visitors range from mid-20s to late-50s and have moderate incomes. Most visitors have planned and saved for this trip and are thrilled to embark on this adventure.

To create the tourist section of the website, I made mood boards to showcase Puerto Rico's landscape and gathered ideas through a word dump exercise. I then sketched my ideas, using themes such as history, Boricua, vaccination, and paradise to incorporate into my logo designs.

Sketches/Brainstorming/Mood Boards

To create the website's tourist section, I made mood boards to showcase Puerto Rico's landscape and gathered ideas through a word dump exercise. I then sketched my ideas, incorporating themes such as history, Boricua, vaccination, and paradise into my logo designs.

Mood board for tourism site v1

Mood board for tourism site v2

Word dump

Sketches set 1

Sketches set 2

Sketches Set 3

Digital Drafts

While creating the initial digital drafts for the logo, I sought feedback from other designers to refine the options and convert the most promising sketches into a digital format. Through a series of iterations and discussions, we collectively arrived at the final design for the logo. The invaluable critiques and votes from the designers significantly contributed to the logo's success.

Digital Drafts for Logo v1

Digital Drafts for Logo v2

Color Study

The color study underwent several iterations before settling on the native blue and red hues of the Puerto Rican flag. Yellow, blue, and teal colors were added to give the site a vacation feel, with yellow representing beaches, sand, and sun, while teal and blue represent the ocean and sky.

Final Logo

The final logo for the tourism campaign features the Tiano sun symbol, representing the rich cultural heritage of Puerto Rico's indigenous people. Based on feedback from other designers, it was refined to ensure it represents the essence of Puerto Rico.

Final Logo

Brochure and Webpage

While designing the logo, I simultaneously started working on our brochure and website. I created sketches for the brochure's cover and then made digital drafts of the cover and a page for the brochure. I also created a wireframe for the tourism site's homepage and opening page.

When choosing colors, I used a palette from a previous color study. Other designers provided feedback during the digital draft process. The brochure contained a brief description of each location, along with the address, to help people find it easily. I used the same colors in various website areas to keep it consistent with the brochure. The website only displayed the name of each location and its address on the homepage, but more information was available when clicking on a location.

Brochure sketches

Brochure V1

brochure V2

Flat Brochure final file

Digital Draft for tourism Webpage & opening page v1

Digital Draft for tourism opening page colored v2

Digital Draft for tourism Webpage v2-2

Digital Draft for tourism opening page v3

Digital Draft for tourism Webpage v3

Brand Touchpoints

After completing all the necessary preparations, I integrated the various components into an application that was most suitable for the brand. This allowed us to demonstrate the logo's versatility across a range of banner variations. With a minor color swap within the palette, we demonstrated that the logo can be positioned interchangeably within the color palette.