A city of 2.3 million people. One institution. One visual language built to last.
When the Concejo Distrital de Santiago de Cali, the district’s legislative body, needed a complete visual identity, the challenge went far beyond logo design. The system had to work with equal integrity on a credential badge, a PowerPoint presentation system, an exterior wayfinding sign, and an event-facing environmental design within the hemiciclo itself.
As Creative Director, I led the full development of the brand system from strategic definition through final execution. As the project photographer, I traveled through the city to capture the architectural landmarks and urban spaces of Santiago de Cali, images that became the visual soul of the identity across its real-world applications.
ROL Y SPECS
Client · Concejo Distrital de Santiago de Cali, Colombia Year · 2019 Role · Creative Director and Photographer Output · 106-page Visual Identity Manual (Adobe InDesign)
Building a visual identity for a legislative institution that serves 2.3 million people is fundamentally a storytelling challenge. Translating civic values into a coherent visual language that works on a credential badge, a presentation deck, a wayfinding sign, and a city-facing building exterior. That intersection of brand identity, presentation design, and spatial thinking is where I do my best work.
All location photography was captured throughout Santiago de Cali by Juliana Arbelaez specifically for this project, from the gothic spires of La Ermita to the outstretched arms of Cristo Rey. These images were not stock. They were part of the creative direction from day one, chosen to anchor the brand’s visual language in the real soul of the city it serves.