Cities are more than maps and monuments. They are made of people, of stories, of moments woven together over time. And for Janine V. Ledesma, Victorias City’s story was just waiting to be retold—with pride, with purpose, and with heart.
Her thesis project, a proposed brand identity for Victorias City, started with a simple observation: the city, despite its vibrant culture and rich resources, lacked a clear, unified identity to share with the world.
“During my research, I found that Victorias’ tourism already captures its vibrant culture,” Janine explains. “That became my foundation to create a brand that can bridge where Victorias is now to where it dreams to go—globally recognized, but deeply rooted.”
At the heart of her project are the Victoriasanons themselves—their sweetness, warmth, hardworking spirit, and deep faith. These weren’t just buzzwords for Janine; they became the pulse of the brand she envisioned.
Through meticulous design work, every element—colors, typography, imagery—was carefully chosen to echo the city’s identity as a Cultural Agri-Ecotourism destination. A place of adventure, sustainability, and yes, triumph—a nod to Victorias’ nickname, Syudad sang Kadalag-an (City of Victory).
“Branding a city is not like branding a product,” Janine reflects. “It’s layered with emotion, culture, history. Translating all of that into visual elements was a huge challenge.”
But Janine didn’t stay inside her sketchbook. She went out—observing local life, visiting cultural sites, talking with locals and the tourism office—gathering not just data, but stories. She listened. She learned. She allowed the city to speak for itself.
And through that listening, she crafted something authentic—something that, if adopted, could help Victorias City step proudly into the spotlight.
“I hope my designs instill pride in my kasimanwa,” she says, “reminding them that they come from Victorias City—a city that cultivates culture, preserves nature, and strives for excellence.”
For tourists, she dreams that Victorias becomes more than just a stopover. She imagines it as a destination of adventure and sustainability, a place where visitors don’t just pass through—they experience something lasting. Something victorious.
In a world crowded with destinations shouting for attention, Janine offers Victorias City a different voice—one that doesn’t shout but sings. A voice shaped by its people, its roots, and its unwavering belief that their best stories are still ahead.
Victorias isn’t just on the map.
Thanks to Janine, it’s ready to be in people’s hearts, too.