505 Años de San Juan

City Event

Brand Identity

Historia, cultura, resistencia e identidad.

Overview

505 Años de San Juan is a community-forward celebration that not just celebrates the city’s (late) 500th anniversary, but also invites and reminds all Puerto Ricans to be prideful of where they come from: a place of history, culture, resistance, and cultural identity.

More

  • In 2021, San Juan, Puerto Rico reached 500 years since its founding, making it one of the oldest European-established cities in the Western Hemisphere. While the anniversary was acknowledged, pandemic restrictions prevented the celebration from fully bringing together residents and visitors.

  • For many Puerto Ricans, celebrations are most meaningful when they feel locally rooted and community-driven rather than ceremonial. San Juan is not only defined by its colonial history but also by its vibrant present neighborhood pride. 

  • 505 Años de San Juan is an island-wide celebration honoring the city’s 505-year legacy while spotlighting contemporary Puerto Rican culture. The event is centered on community participation and local identity, inviting residents and visitors to experience the spirit of San Juan through celebration of heritage, cultural energy, pride, and belonging.

Scope of Work
+ Brand Identity + Research + Copywriting + Marketing Strategy + Creative Strategy + Logo Design
Brand Story

505-Year Old Tiles

Inspired by the intricate colonial Spanish tilework woven throughout Old San Juan, the brand identity of this event transforms the historic mosaic tradition into a contemporary cultural system. Each tile represents a fragment of Puerto Rican identity, from the warmth of the island to its tight-knit community, coming together. Just as tiles have endured through centuries, San Juan still stands 505 years later and is as lively as ever.

Advertising Campaign

Yo Soy de Aquí (I Am From Here)

This advertising campaign gives local and visiting Puerto Ricans a strong sense of belonging. By saying “I am from here” the audience is able to loudly let everyone know they are proud to be from San Juan and/or Puerto Rico.