The Problem: Rebrand

The Challenge: To completely redefine the identity of a major global city, moving it beyond the trauma of its “most dangerous city” past and the modern issue of narco-tourism. The central goal was to launch Medellín as a progressive global leader in innovation, art, and wellness, with a fundamental focus on improving the quality of living for its citizens.

Solution

To meet this goal, I contributed to a cross-functional team of designers, city planners, architects, and wellness experts. My specific work included:

• New Narrative & Global Positioning: Led market research to craft a unified brand narrative, bringing a modern United States perspective to ensure the city’s positioning was internationally relevant and ready for a global audience.

• Strategic Employee Wellness: Collaborated in market research and strategy to create branded employee wellness programs. These initiatives were designed to ensure a healthier work experience and provide tools for managing well-being outside of the workplace.

• Strategic Urban Design: Collaborated to concept and design ‘Conscious Spaces’ and supporting brand assets that foster community, creativity, and well-being within the urban renewal framework.

Measurable Impact

✔ Medellin Won numerous awards including “The Most Innovative City on Earth” setting a global standard for change and progress.
✔ Medellin has become the #1 Travel Destination in South America for its culture, safety, and wellness initiatives.
✔ Award-winning urban renewal & social innovation programs, proving that change is possible.