Barranquilla Tiene Plan
City brand strategy and campaign narrative.
- Client
- Barranquilla
- Year
- 2026
- Sector
- City branding
- Services
- Strategy, Brand & identity, Content & production
One line, two readings, to tell the story of a Barranquilla that has changed: something to do for visitors, and a plan for the people who live and invest there.
The challenge
A city that changed but still told the old story.
Barranquilla has a new riverfront, reclaimed parks, the Luna del Río wheel and a sports and culture calendar that never stops. Yet to the outside world it still talked mostly about Carnival, and visitors got a postcard instead of a reason to come.
One line, two readings.
In Colombian Spanish, «tener plan» means having something to do — and also having an actual plan. «Barranquilla tiene plan» uses both. For visitors: there's always something on — food, river, sea, sport, nightlife. For residents and investors: the city has a plan, with parks, housing and services behind it. The same line works as an invitation and as an argument.
A plan to enjoy, a plan to live.
The narrative splits into two audiences, each with its own material: tourists and visitors on one side, residents and investors on the other. The stated goal: make Barranquilla the urban love brand of Colombia's Caribbean coast.
A logo made of the city.
The logo is a single white line drawing that brings together the observation wheel, the buildings, the water and a caiman, next to the name set in wide-spaced capitals.
Deliverables
- City brand strategy
- Concept and line «Barranquilla tiene plan»
- Audience-based narrative
- Campaign logo
- Campaign pieces
