CHALLENGE
The province of Laguna needed a revitalised tourism identity that could capture its natural beauty, cultural heritage, and position as a must-visit destination that is relatively close to the capital, while standing out among the Philippines’ many tourist hotspots.
SOLUTION
I crafted a cohesive brand identity anchored by a vibrant logo that draws inspiration from the intricate weaving patterns of the banig, while subtly echoing the contours of Laguna Lake. The visual system features expressive elements and a unified style that captures the province’s rich landscapes, cultural artistry, and dynamic spirit—designed to resonate with both local communities and global travelers.
RESULT
Although the proposal was not formally adopted, it gained significant attention online and was warmly received by thousands of people on social media, many of whom praised it as a thoughtful and visually striking design that truly captured the spirit of Laguna.
