In 2016, the university college of Economics, Entrepreneurship and Management Nikola Šubić Zrinski developed a strategy to promote 4 local administrations on the island of Pag. Within that strategy, we designed the group visual identity for the island of Pag, the city of Pag, the city of Novalja and the Kolan and Povljana districts. The aim of the group visual identity is to increase the communication strength of the complete tourist offer of the island of Pag because Pag (like many Croatian islands) is small enough for an average tourist to experience it whole during their short stay. Unfortunately, the whole group visual identity project was not implemented whole, but some parts are in use.