ICT – The Sounds of Costa Rica

ISA2019 Sessions

ICT – The Sounds of Costa Rica



What comes to your mind when you think of Costa Rica?
Costa Rica is one of the world’s most popular tourist destinations. Travelers describe their experience here as a multi-sensory event, not only due to the beauty of the country’s landscapes, but also its multitude of sounds!

Publimark Mullen Lowe and the Costa Rican Tourism Board (ICT) have created a new brand identity based on the all-encompassing experience of visiting Costa Rica. The brand identity is represented by the “C” in the ICT’s new visual logo. To add a musical element consistent with the graphic’s identity, we created a mnemonic using the circle of fifths, along with numerous soundscapes found in our nature and culture.
We invite you to enjoy “The Sounds of Costa Rica” and to discover the creative process behind it.

Project page


Bernal Chaves – Audio Branding Director, Publimark Mullen Lowe

Born in Costa Rica, Bernal moved to Buenos Aires, Argentina in 2008 to earn a degree in Sound Production. After 6 years, he decided to move back to his home country where he started working in advertising as a music producer and sound designer. Since then, Bernal started acquiring experience in the field of audio branding, working closely with visual branding designers, creative directors, strategists as well as brand managers. In 2015, he founded the Audio Branding department at the advertising agency Publimark Mullen Lowe, where he currently works as the audio branding director. He led the projects “The Sound of FIA” and “The Sounds of Costa Rica”, earning the award “Better Sound” at the ISA2018 and ISA2019.