Sóller is a destination with a great attraction for different reasons: its history, the richness of its agriculture defined by marjades, an extensive cataloged heritage... a treasure submerged in the heart of the Serra de Tramuntana.
Given the condition of a particular site such as Sóller with a disperse communication, the result of various public and private initiatives to spread the benefits of the destination, the government team faced the need to join all efforts in the same direction.
We often tend to think that the diffusion of a destination should only be a communication oriented to the tourism sector forgetting that people who travel, live, work and enjoy can be any kind of profile: inhabitants, regular visitors from nearby towns, workers, traders... and of course tourists. That is why we focus on designing a city brand.
In this way we began impregnating ourselves with the "solleric" environment and all its nuances. Sóller is a destination with a great history, since 4,000 BC it lets glimpse the presence of all the cultures that have stained it, resulting in a place with a rich culture and a singular architecture. A place surrounded by nature, by sea and mountain, green and blue, modern and authentic: a treasure hidden in the Serra de Tramuntana.
Its colors were defined by the environment, the green of the pine tops that goes down the mountain to meet the blue of a deep Mediterranean. We define graphics that will remind us of an old treasure map and some geometric lines that will lead us to discover it (Sóller: Hidden treasure).
We decided to segment the offer into interests, inviting us to meet the sea until we find the secret that hides its rich heritage. We define an action and a color for each segment to enrich the visual universe of the brand through the different materials: stationery, signage, catalogs...
The online promotion is undoubtedly the core of the initiative, so we focused on getting a very complete website that offers a tour to the visitor and thus optimize the experience for the user.
Nowadays, vacations tend to be organized in advance from the origin. It is therefore important to guide the user through a funnel-shaped navigation and thus help to resolve the user concerns and organize his visit. We begin by presenting the destination together with the traditions, climate and most emblematic elements. Once presented, we go deeper into the particularities of the destination, we explore it through its different categories. Then we invite the user to plan his visit with activities, experiences and offer: where to eat, sleep or buy, industrial services, associations...