At TOTEM Branding we had the privilege of collaborating in the construction of the identity of Santiago (previously Santiago de los Caballeros) positioning it as “The Heart City” of the Dominican Republic. A project that not only redefines its image, but strengthens its role as the cultural, economic and social epicenter of the country.
💡 What did we learn from this process?
✅ A city is more than its streets, it is its people: Santiago’s identity highlights its community, its culture and its entrepreneurial spirit.
✅ Branding drives investment and tourism: Positioning Santiago as a MICE destination and an innovation center opens up new economic opportunities.
✅ Balance between tradition and modernity: Respecting Santiago’s history while projecting its vision for the future was key in the strategy.
✅ Pride and belonging: Uniting residents around a brand reinforces their identity and fosters a sense of community.
🎯 The result: Santiago is now recognized as a model of sustainable development, with a strong identity that drives culture, tourism and business.
🌎 How can a city enhance its brand and attract investment? The key is to connect with its essence and project a vision for the future. That is what we achieved with Santiago’s new identity.
