PANAMÁ / Destiny Nation

Panama has been for the last twenty years, the most stable economy in Latin America. However, it did not have a brand that would consolidate its position as a firm democracy and a thriving economy.

Challenge

Panama was traditionally perceived as a country of passage and trade. Neither talent nor investment used to remain in Panama.

Solution

We discarded all the options that insisted on the provincialism that dominated the previous attempts to develop a country-brand. Our proposal unambiguously communicates the notions of solidity, confidence, modernity, openness to the world and stability. The image of Panama is now that of a country to live and thrive on a permanent basis.

Cultural Code: Predestined

From its origins as a nation, there is the vision that Panama is predestined to be at the center of events, as Simon Bolivar declared in 1826: “It seems that if the world were to choose its capital, the Isthmus of Panama would be signaled for this august destiny … ” There is a yearning in Panamanians for living in a country that is clear in its objectives, a nation that knows where it is headed and is capable of transmitting that confidence to the world.

Under our signature

Brand Strategy

Brand Statement

Logo Graphic

Brand Book

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