This visual overhaul was developed throughout 2025 with funding from the Lleida Provincial Council Tourism Board. The initiative fulfills a key objective of the Strategic Tourism Plan established in 2024, aiming to highlight the diversity of the territory's landscapes and cultural values.

Created by the DADA Comunica studio, the new branding features a comprehensive graphic system with specific color palettes for nature, sports, culture, and gastronomy. This identity will be implemented across new signage, maps, and the official tourism website to ensure a consistent message.

The strategy also aims to encourage local residents to rediscover and protect their own heritage. By strengthening collective identity, the council hopes to foster a sense of pride in the local assets of Sort and the wider Pallars Sobirà region.