City of Buenos Aires Design & Branding REBRANDING BUENOS AIRES by Don

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REBRANDING BUENOS AIRES

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Industry Destinations (Countries & Places)
Media Design & Branding
Market Argentina
Agency Don
Art Director Joaquin Bugariotti, Javier Guaschetti, Hetu Negri, Anibal Guiriani
Copywriter Luciano Gallucci, Gustavo Lema, Augusto Guerido
Released August 2011

Credits & Description

Category: Logo Design
Advertiser: GOBIERNO DE LA CIUDAD DE BUENOS AIRES
Product/Service: CIUDAD DE BUENOS AIRES
Agency: DON
Chief Executive Officer: Papon Ricciarelli (Don)
General Creative Director: Gonzalo Ricca (Don)
Copywriter: Gustavo Lema (Don)
Copywriter: Luciano Gallucci (Don)
Copywriter: Augusto Guerido (Don)
Art Director: Hetu Negri (Don)
Art Director: Javier Guaschetti (Don)
Art Director: Anibal Guiriani (Don)
Art Director: Joaquin Bugariotti (Don)
Account Director: Carolina Bertrand (Don)
Account Director: Javier Passerieu (Don)
General Coordinator: Mariano Ricciarelli (Don)
Client: Ezequiel Colombo (Gcba)
Client: Fanny Peña (Gcba)
Media placement: Outdoor - Buenos Aires - March, 3rd
Media placement: Magazines - Buenos Aires - March, 3rd
Media placement: TV - Buenos Aires - March, 3rd
Describe the brief from the client
Work out and reconfigure the new image of the city of Buenos Aires.
Describe the challenges and key objectives
Incorporate and adopt the new concept of the city: 'In All it’s You', as the new image of the city, with a young spirit that helps organise government communication, and fosters and depicts the city’s dialogue philosophy.
Describe how you arrived at the final design
An icon for the city was developed: The BA. It is a synopsis of Buenos Aires that comprises everything inherent to the residents of Buenos Aires. Their passions, feelings, artistic expressions, their beauty and places of cultural interest, etc.
Give some indication of how successful the outcome was in the market
The icon was successfully implemented making the city’s communication seamless, with a younger and rejuvenated perception. Its launch campaign was highly welcomed by Buenos Aires residents.