Costa Rica Incentive Trip Identity
process
In Costa Rica, Pura Vida isn’t a slogan; it’s a daily philosophy of gratitude, simplicity, and harmony with nature; spoken as a greeting, a thank you, and everything in between. That spirit shows up visually too, in traditions like the country’s hand-painted ox carts. (their wheels decorated with geometric patterns, flowers, and portraits once used to identify a driver’s home region) and the hand-painted directional signs found along its winding roads. Both became the starting point for this year’s Heartland incentive trip identity, awarded annually to the company’s top-performing salespeople. The goal was a system flexible enough to carry a year-long qualification campaign of emails, articles, and swag, then follow through into the event itself without feeling repetitive.
Client: Heartland Payment Systems
Industry: Financial Technology
Role: Brand Strategy, Identity, Brand Guidelines, Print, Web Campaign, Environmental Design
the Brief
The goal was to develop an adaptable identity system, ensuring consistency without repetition. We wanted every interaction, whether a branded postcard or trip qualification brochure, to feel fresh and engaging, without becoming too familiar over time. Through conversations with the client, we decided to lean into the cultural vibrancy of Costa Rica's Pura Vida lifestyle. At the event, we ensured a cohesive experience with banners, lanyards, name badges, cards, and brochures, all crafted to communicate an intentionally consistent message.
The Process
In researching the location, I drew inspiration from the hand-painted signs along the winding roads of the region, and decided that a hand-painted type treatment best conveyed the local flavor. Even more delightful were the hand-painted oxcarts, a national treasure of Costa Rica. The colorful oxcart wheels (decorated with geometric patterns, flowers, animals, landscapes, or portraits) have a tradition dating back to the early 20th century, where they were used to identify the driver's region. This whimsical tradition brought a splash of joy and character to my design inspiration.
