Voseo is widely used in speech in Medellin, Colombia, but it is non-standard for writing. Weyers (2016) finds that written voseo has a growing presence. This study examines the vocative use of vos in public domains. The objective of the written vos goes beyond friendly address. In Medellin, vos is a familiarizing vocative that speaks to the reader’s sense of local identity. We analyse three domains in which vocative vos is prominent in Medellin: the locally brewed Pilsen beer; a hot dog restaurant that heralds its local roots; and the Alcaldia de Medellin which, with its new mayor (2016), uses vos officially to connect with citizens. In each domain, vos is not the exclusive form of address, but it is the most conspicuous. We conclude that vocative vos reflects Medellin’s augmented prestige. Following Weyers (2016), it might represent the beginning of a shift towards the increased prestige of vos.