“Discover La Guajira” was developed as a comprehensive territorial identity system, designed to serve as a tool for coordination and positioning. The solution was to build a shared platform capable of uniting public, private, and community stakeholders under a non-politicized framework, with clear guidelines for consistently communicating and promoting the region.
The approach was based on a single principle: representing from within. Through direct observation and a co-creation process, structural elements of Wayúu culture were translated into a contemporary visual architecture. The geometric patterns of the weave, red as the chromatic anchor, and the spiral as a symbol of continuity were integrated as the system’s structure, not as decoration.
A multi-scale operational system was designed, applicable to institutional communication, ATL campaigns, wayfinding, merchandising, tourism products, and the digital ecosystem. The color palette abstracts the territory and was calibrated to ensure technical performance in offset printing, large-format printing, embroidery, textiles, and digital applications, guaranteeing consistency and scalability.
The result is a promotional and brand management asset, ready to organize the narrative, strengthen legitimacy, and support a long-term positioning strategy for La Guajira.
La Guajira is one of the most unique regions in Latin America: more than 20,000 km² where the desert meets the Caribbean Sea along 650 km of coastline; 25 protected areas, including 3 national parks; and a vibrant culture—that of the Wayúu people—which preserves ancient traditions and a unique matrilineal social structure.
Despite this cultural and environmental value, its tourism potential has historically been overshadowed by a negative reputation associated with insecurity, informality, corruption, and poverty. For decades, public discourse reduced the region to its social problems, obscuring its wealth and limiting its competitiveness.
Consequently, La Guajira remained outside the major national and international promotional circuits. There was no unifying brand or consistent narrative. Its presence in travel agency portfolios was marginal and focused on specific experiences. In the wake of the pandemic, while other destinations rebounded strongly, La Guajira lagged behind as one of the regions with the lowest growth in international visitor arrivals.
At the same time, the global market was shifting toward high-value niches: travelers interested in extreme nature, cultural authenticity, adventure, and purpose. La Guajira is not a mass-market destination. It is a remote and challenging region, for those who think they’ve seen it all.
The starting point was clear: there was a structural gap between the reality of the region and how it was perceived from the outside. It was necessary to break down stereotypes, build legitimacy, and bring together public, private, and community stakeholders under a common, non-politicized umbrella created through a framework of multisectoral governance and co-creation.
Descubre La Guajira was born as a strategic response to that need. Not only as a visual identity, but as a promotional asset and hub for regional coordination: a brand capable of reframing the conversation, organizing the narrative, and positioning the department as Colombia’s most untamed cultural and natural frontier.
CREDITS
Executive Direction | Dagoberto Ospina
Creative Direction | David Ospina
Art Direction | Ángeles Paredes
Art Direction & Graphic Design | Juan Castillo (MANONEGRA&Co)
Project Management | Manuela V. Maya (MANONEGRA&Co)
Photography | Ángel Ruíz, Alejandro Silva, Diego Ospina, Cory Martin,
Sage Stephens, Robinson Florian, David Arteaga
Motion Graphics | Nicolás Varela
Creative Direction | David Ospina
Art Direction | Ángeles Paredes
Art Direction & Graphic Design | Juan Castillo (MANONEGRA&Co)
Project Management | Manuela V. Maya (MANONEGRA&Co)
Photography | Ángel Ruíz, Alejandro Silva, Diego Ospina, Cory Martin,
Sage Stephens, Robinson Florian, David Arteaga
Motion Graphics | Nicolás Varela
