Real Medellín Experiences: Creating a Conscious Tourism Brand from the Ground Up

Mi Rol: Co-founder and Leader of Brand and Digital Strategy

The Challenge

Like many Medellín residents, I experienced firsthand the negative effects of the tourism boom: gentrification, rising costs of living and a growing disconnect between visitors and local culture. This personal experience became the seed of a purpose. The challenge was to transform this issue into a solution: to create a conscious tourism brand that would offer visitors a respectful and authentic alternative to mass tourism. The challenge was not just entrepreneurship, but to build an entire identity and digital platform from scratch, designed for an international audience and communicated entirely in English.

My Strategic Solution

As co-founder, I took full leadership of the creation of our digital and brand presence. My strategy was to build a strong identity that communicated our unique value proposition and a functional platform that allowed us to engage our own customers, all with a focus on authenticity, sustainability and respect for local.

- Complete Brand Identity Design: I conceptualized and designed all elements of the brand. This included creating the logo, defining the color palette and graphic line, and establishing an approachable and trustworthy communication tone. The goal was to make each visual element reflect our philosophy of a more humane and conscious tourism.

- Creation of the Punta a Punta Website: I designed and developed the realmedellinexperiences.com website in its entirety. I was responsible for the information architecture, user experience design (UX), visual interface (UI) and, crucially, the persuasive writing of all content and tour descriptions in English, ensuring that the message was clear and appealing to a foreign audience.

- Content Strategy Development: I created and executed the content strategy for our social networks. This involved the production of visual pieces and copywriting in English, designed not only to attract potential clients, but also to inform them about the local culture and the importance of more sustainable tourism.

Key Results and Deliverables

Being an early stage project, success was measured by the creation of a solid and professional foundation ready to operate and grow. The main achievement was the launch of a 100% functional web platform, designed and written in its entirety with a primary focus on English for direct client acquisition. In parallel, a coherent and comprehensive brand identity was developed, deploying a consistent logo, color palette and graphic line across all digital platforms. Finally, an initial social media content strategy was established and activated to start building a community and positioning the brand in the conscious tourism niche.