Introduction:
In 2025, Santo Amaro da Imperatriz took a significant step in consolidating its tourism identity: the creation of the municipality's official tourism brand, enshrined in law through Complementary Law No. 330/2025. The initiative was developed with the assistance of Girus Soluções em Turismo and represents an important advance in strengthening the institutional image of Santo Amaro da Imperatriz as a tourist destination.
The law not only establishes the brand as the official identity of municipal tourism, but also sets guidelines for its use, promotion, and protection, ensuring that the destination's visual communication is coherent, strategic, and aligned with the local tourism development plan.
The brand building process
The tourism brand for Santo Amaro da Imperatriz was developed based on the city's values, attractions, and identity. During the process, the Girus team held participatory workshops, listened to the community, local managers and entrepreneurs, and translated the essence of the municipality into visual elements: nature, well-being, thermal waters, spirituality, and cultural traditions.
The result is a modern, welcoming visual identity with a strong emotional connection, reflecting the most unique aspects of Santo Amaro da Imperatriz. This brand becomes a strategic tool for tourism promotion and dissemination, strengthening the destination's presence in campaigns, events, and advertising materials.
Other brands developed by Girus
The work carried out in Santo Amaro da Imperatriz is part of a set of solutions developed by Girus in various municipalities and regions of Santa Catarina. Among the brands that have already been created are:
- Visit Floripa: brand created to integrate the website visitefloripa.com.br, a spin-off of Girus Soluções em Turismo. It is a complete platform with essential information about where to stay, where to eat, what to do and much more, bringing together everything a visitor needs to plan their trip to Florianópolis and the surrounding region.
- Costa Verde & Mar Experiences: an extension of the Costa Verde & Mar brand, focusing on experiences, sustainability and a diversity of attractions.
- Paulo Lopes: a brand created for the city's Department of Culture and Tourism, with support from Sebrae/SC, that celebrates the natural beauty and local identity of the city.
- Major Gercino: A tourism brand developed in conjunction with the Municipal Tourism Plan, the official website, and the municipality's social media channels, with the goal of boosting tourism and contact with nature.
- São Pedro de Alcântara Cycling Circuit (Ciclo SPA): a visual identity that represents a commitment to adventure tourism, sustainability, and the promotion of German culture.
- Porto Belo Cycling Circuit: brand created during the implementation of the cycle tourism route in the municipality. The project aimed to strengthen experiential tourism through a structured route, connecting natural, cultural and gastronomic attractions with a focus on active mobility and sustainability.
A legal strategy for tourism
By becoming law, the brand gains legal and institutional backing, allowing for greater control over its use, preventing distortions in graphic representations, and enabling the application of standardized technical guidelines in promotional materials, signage, and official events. This also provides greater security for partners and entrepreneurs who use the brand, promoting more aligned and efficient communication about the destination.
The decision to enshrine the Santo Amaro da Imperatriz brand in law is an important differentiator and demonstrates the public authorities' commitment to the continuity of the policy of strengthening tourism. By formalizing the visual identity, the municipality ensures that its tourism communication does not depend on future administrations, preserving consistency and the investment already made.
Girus believes that building strong brands, based on participatory processes and territorial storytelling techniques, is an essential tool for positioning destinations in the market and attracting new visitors.
Learn more
To learn more about the Santo Amaro da Imperatriz tourism brand and the collaborative development process, visit: Municipal Tourism Plan of Santo Amaro da Imperatriz
See also the full text of the law: Complementary Law No. 330/2025
Girus works alongside municipalities, organizations, and entrepreneurs, promoting innovative solutions for the development of tourism with identity, sustainability, and a sense of belonging.