The Concha y Toro neighborhood is a historical gem in the heart of Santiago, Chile, boasting a lively cultural scene, numerous bars and restaurants, art galleries, and more. With the goal of promoting local tourism and creating a visual identity, the residents and business owners of the neighborhood, with the support of Sercotec, reached out to the graphic design studio Hey Diseño for the development of a “place brand.”

One of the major challenges for the neighborhood is ensuring that its significant historical and cultural heritage is preserved for the future, while also positioning it as a recreational and cultural space in a peaceful and family-friendly environment.

On the other hand, designing a ‘place brand’ involves a series of challenges. First, it is crucial to understand and respect the unique identity of the place, its history, culture, and people. Second, a successful place brand must be inclusive and participatory; it should be a collective process with the support and approval of the entire community.

This last point is perhaps the most difficult to manage, which is why the Hey Diseño team developed an inclusive brand that does not focus on any specific building or heritage facade but rather captures characteristic aspects of the architecture and aesthetics of its historical glory.

If you want to know more details about this project, we invite you to read our case study.