country branding: Chile

tools: Adobe Illustrator

Squeal to release your negative emotions and turn the energy

into the nutrient for the blossom bud.


Chile is a long, narrow country stretching along South America’s

western edge. Chile is a country combining the contrasts and

extreme beauty, with attractions ranging from the towering volcanic

peaks of the Andes to the ancient forests of the Lake District. Easter

Island, a Chilean territory, is a remote volcanic island in Polynesia.

It’s famed for its archaeological sites, including some 900 monumental

statues, called moai, created by its early Rapa Nui inhabitants during

the 10th-16th centuries. The moai are carved human gures with oversize

heads, often resting on massive rock altars called ahus.



According to the research, the independent threat of Easter Island is one of the issue that Chilean is trying to confront. People from Easter Island opposes “mass tourism that endangers the fragile ecosystem” and also the control of economy by the Chilean government.



It is important to include the beauty of Chile when developing country branding. I want people to think over the meaning behind the design deeply or for a long time. As the time goes, hopefully the public will realize the urgency and lead to the action.

Moreover, I also want to decrease the conflict between people from Easter Island and Chilean government. Under the exposure of media, tourism at Easter Island is leading problems. In order to solve the problems, I believe that to contain the image of Easter Island into country branding is necessary. First, it shows not only Chilean government is proud of the unique culture of Easter Island, but also publicising tourism and helps country’s economy.


I started my brainstorming session towards nature preservation and culture conservation. In many of my thumbnails, I catego- rized them into two groups. One group is developed based on the idea of culture conservation. The other group is designed from the idea of nature preservation.

The top right thumbnail, I used the Moai(human gures statue in Easter Island) with different compositions. I tried to place Moai in modern way and play around the negative spaces and the logo. However, the meaning of culture conservation eventually got lost. Thus, I went to another direction (bottom right). I drew mul- tiple Moai statues and created a unique shape, which showed a heart shape.

Another idea, nature preservation, was a hard concept to use. Since many countries have famous nature sights to represent, it would be dif cult when people see the country branding and associate with the meaning I try to carry out.

After drawing separately from two different directions, I gured
I could try to combine two concept into one. Another thumbnail, the middle right. I tried to have one Moai sits in the middle of the box and the mountains would be at the back with sunlights. Also, it is similar to the concept from the famous picture, where the mountains are around the buildings.

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