Cultural Rebranding to Connect a Legacy Institution with New Generations

Client

SAYCO – Colombian Society of Authors and Composers

Role

Director of Communications
(Strategy, leadership, and execution)

Contex

Founded in 1946, SAYCO was perceived by younger musicians as distant, traditional, and disconnected from emerging creative realities. New generations did not understand the institution’s role in protecting authors’ rights, nor did they feel represented by its communication style.

At the same time, new technologies and media were reshaping cultural consumption, weakening young audiences’ connection to Colombia’s musical heritage.

The organization needed to modernize its identity and communication approach while maintaining credibility with long-standing members.

Challenge

  • Refresh the brand of a legacy cultural institution.
  • Overcome internal resistance to cultural and visual change.
  • Engage younger audiences and emerging creators.
  • Position SAYCO as open, relevant, and future-oriented.
  • Failure to act risked cultural irrelevance and the loss of future generations of authors.


Strategy

I led a cultural rebranding and intergenerational communication strategy focused on:

  • A comprehensive refresh of brand identity and communication formats.
  • Institutional openness to new genres, styles, and creators.
  • Adoption of new technologies, including the launch of SAYCO’s first website.
  • Cultural storytelling that connected emerging talent with Colombia’s musical legacy.

The core initiative was a national creative contest inviting children and young musicians to compose works inspired by iconic folk composers—transforming heritage into active participation.

Execution

  • National TV, radio, and press campaign.
  • Launch of the institution’s first website.
  • Educational print materials were distributed nationwide.
  • Free press with renowned composers promoting participation.
  • Large-scale closing event in Bogotá.
  • Strategic partnerships with cultural organizations, sponsors, airlines, hotels, and government entities.
  • Coordination with regional SAYCO teams across the country.


Impact

  • Modernized brand perception and stronger cultural relevance.
  • Increased engagement and affiliation of emerging talent.
  • Positive national media coverage.
  • Strengthened relationships with public and private sector partners.
  • Lasting cultural shift toward openness and inclusion.

Expertise: Content Strategy · Communications · Storytelling · Digital Content · Marketing · Audio/Video


Mila Mularski :: Bilingual Content Strategist & Communications Director