San Andrés Island recently launched a new destination brand, a project led by Colombian branding agency Taller10i9. The agency, founded by Héctor Greco, specializes in strategic and creative place branding, working closely with communities, governments, and stakeholders to shape compelling brand identities for destinations.
In this interview, Héctor shares insights into the San Andrés Island project, the evolving role of place branding in Latin America, and the destinations that inspire him.
Héctor, San Andrés Island recently launched its new destination brand, a project that your agency, Taller10i9, helped bring to life. What was the main vision behind this branding effort?
The process of creating the San Andrés brand was deeply rooted in the island’s cultural identity and natural heritage. Our goal was not just to create a new visual identity, but to establish a sustainable, community-driven brand that truly represents the essence of San Andrés and grants it the tourism status it deserves in the Caribbean. We focused on three key aspects: authenticity, sustainability, and the island’s unique charm. These elements formed the foundation of our strategic and creative approach.
Community engagement played a crucial role in this project. Can you tell us more about how you involved local stakeholders in shaping the brand?
One of the most important aspects of this project was ensuring that the brand was built with the community, not for the community, since they are the first ambassadors and advocates of their island. The process was straightforward: moving from the general to the specific. First, we conducted a diagnostic of how the island was perceived, understanding what people felt and expressed when speaking about it.
This included in-depth research, surveys, and interviews with residents, Raizal community members, business owners, and public officials.
Another crucial step was conducting social listening, as social media today tells a story that can often reveal trends. Analyzing these data provided us with another perspective to consider.
The next step was organizing creative workshops. To foster a spontaneous environment, we divided the groups according to their interests and expectations. Our methodology focused on facilitating reflection, expression, and creativity. We realized we were on the right track based on the testimonials and insights shared. Around 80 people participated in these workshops, including artists, historians, merchants, immigrants, tour guides, and professionals in the tourism sector.
This participatory approach was essential for ensuring the community feels ownership of the brand. Finally, at this stage, we launched an open call in collaboration with the Archipelago’s government for visual artists and graphic designers to take part in the creative development process.
What were the biggest challenges in developing the San Andrés brand?
San Andrés is a destination with exceptional natural wealth and a unique identity in the Caribbean, shaped by its geographical location and cultural influences from England, Africa, France, and Spain. These inherent attributes create a distinctive lifestyle and economy. Aligning these priorities with those of the tourism industry and private sector required a meticulous and detailed process.
Another challenge we faced was balancing tourism development with sustainability. The new brand had to be coherent and specific in its call to action, ensuring that branding initiatives would not promote mass tourism at the expense of the island’s fragile ecosystems.
The challenge of any branding process is to win over its residents first. The brand’s concept managed to deliver two messages: significantly increasing the sense of belonging and the commitment to the island’s preservation and care.
You mention that sustainability was a key element in the new San Andrés brand. What role does sustainability play in place branding overall?
Sustainability is no longer optional in place branding; it is a necessity. Destinations that fail to integrate sustainability risk losing their long-term appeal. In the case of San Andrés, the island’s ecosystems, such as The Seaflower Biosphere Reserve, are the essence of its identity. If these natural resources are not protected, the brand itself loses meaning.
“We view sustainability as a foundational pillar of the brand, one that must be integrated into all strategic decisions, from marketing to infrastructure development.”
For San Andrés, attracting responsible and high-quality tourism is crucial. In fact, the 2025 agenda is framed by sporting events and cultural activities to promote positive perceptions and create new testimonials to drive its momentum.
“Sustainability is a key factor for competitiveness today—not just for conserving resources and attracting investment, but also for appealing to new audiences seeking lower environmental impact and local well-being.”
Once again, community commitment comes into play. A sustainable vision generates pride and identity among residents, making them feel more invested in being part of a story that everyone contributes to.
Place branding is rapidly evolving, especially in Latin America. What key trends do you see shaping the industry in the region?
The digital era is undoubtedly setting the tone. It’s essential for destinations to build, develop, and continually update their digital presence. Approximately 80% of travel bookings are made from mobile devices, which implies that searches are driven by strong positioning—something that results from effective content generation.
Personalization is another key trend: creating a narrative for the destination that ensures the brand has purpose and stands out through authenticity.
Strategic alliances are also critical. Collaboration between local leaders and the private sector ensures consistency, better resource utilization, and immediate connection between the brand and visitors or investors.
Place brands should not isolate themselves from the private sector. Through these partnerships, the message is amplified, diversified experiences are generated, innovation is encouraged, and agreements are made to ensure sustainable growth.
What advice would you give to destinations looking to develop or strengthen their brand – identity and reputation?
The most valuable advice I can offer is to focus on strengthening your identity. The development of place branding begins with introspection: reviving and honoring the traditions that define us as a community. This includes recognizing our history, valuing the lessons of our grandparents, and highlighting our cultural and social icons.
It is also essential to consider our natural and physical resources—mountains, seas, streets, architecture, music, and memories—that form the unique arguments of our place.
This process must be inclusive, inviting the community to actively participate. Each person experiences, feels, and perceives the place differently, and it is in this diversity where the richness lies for building an authentic narrative. The true identity of a place is not only found in its landscapes or monuments, but in the emotions, memories, and connections it generates among its residents and visitors.
Thank you, Héctor
Enjoyed our interview with Héctor Greco on San Andrés Island’s destination brand development journey? Spread the word! Connect with Héctor on LinkedIn, or explore how taller10i9 can support your ambitions – by visiting the agency showcase or checking out the website, taller10i9.com.
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