At TOTEM Branding, we are deeply honored to share the work done in Santiago de los Caballeros, Dominican Republic.
This destination identity project, developed in partnership with the Dominican Republic Ministry of Tourism under the leadership of Minister David Collado, featured something that transforms any branding strategy into something truly extraordinary: the active participation of key people in the city.
Business leaders, community leaders, cultural figures, and representatives from all sectors, with their deep knowledge of the region, their passion, and their vision, helped build an authentic brand that doesn’t impose, but rather reflects.
The result is an identity that positions this emblematic city as a vibrant, cultural, innovative, and human destination.
Beyond the Dominican Republic’s paradisiacal beaches, Santiago represents the essence of the country: its warm people, its resilience, its cultural richness, its history, and its ability to look to the future without losing sight of its roots.
Working in Santiago was working from and with the heart.
When branding strategy is developed with and by the community, it ceases to be a technical exercise and becomes an act of collectively building identity and pride.
Branding isn’t just about attracting tourists or investment; it’s about enabling a city to recognize itself, value itself, and project to the world what makes it unique, inimitable, and unparalleled.
We want to express our deepest gratitude to the Ministry of Tourism of the Dominican Republic for their trust and strategic vision. And, above all, to all the stakeholders in Santiago who opened their doors, shared their stories, and worked side-by-side with us. This project would not have been possible without you.
Santiago now has a heart, and the world can feel it even more. 🇩🇴❤️
