The competitiveness of destinations is significantly shaped by innovation and experimentation,
exemplified by applying Dynamic Visual Identities (DVI) in branding practices. This
study aims to define the key factors most considered in developing destination brands
with dynamic visual identities. Our research analysed 53 international cases in which
designers employed dynamic visual strategies. Commitment, sustainability, and complexity
factors were identified in our analysis.Participation through DVI enables different
stakeholder groups to be involved in the creative process, making the destination
more attractive to visitors and residents also. This research offers a unique perspective
in respect of the intersection of design communication (DIS:CO) and tourism.
