The new brand image needed to attract more than tourists. Sustained economic development needed new investments, businesses, and residents. It also needed to work on key foreign markets, as well as locally.

What does Puerto Rico produce that makes the island famous and competitive on the world stage? Talent. Talent is what makes the island shine. Puerto Rico produces more world-class talent per square mile than any other country in the world. That’s why an integrated campaign rebranded Puerto Rico as The All-Star Island.

The main icon that linked everything together was a new logo conceived and designed to serve as Puerto Rico’s autograph. It was hand-lettered and incorporated a star, both the main icon in the Puerto Rican flag and the ultimate symbol of talent.

The new logo served as an umbrella icon that signed off every official piece of communication produced by the country in both local and exterior markets, from tourism to business applications. As the United States is Puerto Rico’s main foreign market, it was placed in Times Square billboards and on JetBlue airplanes. At the same time, it served as a morale booster for Puerto Ricans, igniting local pride and enthusiasm for the future of the country.