PromPerú by FutureBrand Argentina

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CLIENT

PromPerú is a government agency for the promotion and foreign trade of Perú. The project also included the Ministry of Foreign Affairs and ProInversion. The audience of all three entities are all the Perúvians, manufacturers, exporters, importers, visitors, tourism boards and agencies, investors, etc.

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BRIEF

We conducted a process to guide the construction of the country brand, as part of an off-shore promotion strategy, boosting the commercial sectors with greater international exposition: tourism, exports, and foreign investment attraction. The challenge was to create a strategy apt to those areas, to set the right brand architecture, and to create a logo and visual identity system, communication guidelines and collateral materials, and also to create and develop a net of consensus among regions and organizations from several activities, from private and public sectors, to share and validate each step of the project. 

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APPROACH

The task involved the analysis of a multicultural country. The team traveled, interviewed, investigated, and set the brand essence “There’s a Perú for each one,” founded on three pillars: multifaceted, specialist, captivating. The word “Perú,” product of junctions and mixtures, led us to a logo. The spiral, graphic motif present in all Perúvian regions and cultures represents evolution and change. It also refers to a fingerprint, in line with the brand essence. The handwritten typography emphasizes the word, creating a logotype from a single line, because in Perú people trace their own path based on their particular interests.

After nearly two years of highly professional work, FutureBrand helped us launch the Perú brand, our first-ever country brand. The result has exceeded our expectations in every regard. Public opinion leaders have been very enthusiastic in their support of the new brand, and the general public has followed suit. At last our country will be identified by a single smart and beautiful logo supported by a solid concept and a well-orchestrated strategy. This brand has brought together tourism, exports, and investment professionals and has given all Perúvians a reason to be proud of our country and recent achievements. — Isabella Falco, Director of Promotion for Country Image

Judge’s Comment
The new branding for the country of Peru is delightful, bold, energetic, and vibrant. Without feeling overly familiar and without getting overly complicated, it is a smart design system that brings together the people, geography, architecture, and textiles distinctive to Peru. I love the handdrawn squiggly lines. They are the connective tissue. They create visual interest. They enhance the images. And, most importantly, they prevent the photographs from feeling like the slide shows traditionally used in location marketing. This work made me want to go to Peru — and, at the end of the day, that’s what great design is all about. — Laurel Richie