Setin Studio - Agencia Panamá Pacífico

[1] OVERVIEW

A new visual direction for administration

Agencia Panamá Pacífico (APP) is the government body managing one of the most important special economic zones in Latin America. It acts as a bridge between global corporations, high-tech industry, and the local community. We created this branding concept to move the agency away from a rigid, "bureaucratic" look toward a identity that feels like a modern partner for international business.

SERVICE

Brand Strategy, Visual Identity System

INDUSTRY

Government

YEAR

2025 (Concept)

[2] CHALLANGES

The main issue was a dated and overly complex visual language that didn't fit a fast-growing economic zone. APP needed an identity that builds trust and signals efficiency rather than red tape. Our goal was to reposition the agency from a "government office" to a professional, forward-thinking innovation hub.

[3] StRATEGY

A fluid system for a dynamic zone

Instead of a static mark, we built a flexible system that reflects the actual movement and growth happening in Panama.

We designed a minimalist sign that combines three layers: the silhouette of Panama, the "Circular Table" (representing governance and cooperation), and fluid lines that symbolize logistics and progress. It’s a simple mark that carries the whole story of the agency’s mission.

To keep things organized, we created a "Unit Identification" system. It allows different departments to have their own clear sub-branding while staying perfectly aligned with the main Agency identity.

We chose Ubuntu Sans for its clean, accessible feel—it’s professional but doesn't feel cold. The color palette, dominated by Forest and Lime Green, reflects the unique balance of industrial scale and the tropical, sustainable environment of the region.

We integrated the "Todos Somos Panamá Pacífico" (We Are All Panama Pacifico) tagline into the visual system to emphasize that the agency is about people and community, not just infrastructure.

[4] SUMMARY

Design as a business and social tool

By cleaning up the visual layer, we gave the agency a way to communicate as a modern leader. This concept proves that a public institution can look sharp and professional, which is essential when talking to global investors and building a sense of pride within the local community.

SZCZECIN, PL

VALENCIA, ES

PANAMA, PA

SYDNEY, AUS

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