Ojo Vial: Diseño de comunicación corporativa
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2022-09-06
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Pontificia Universidad Católica del Perú
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El proyecto se realiza en colaboración con el cliente para diseñar y potenciar el
diseño de la imagen y comunicación corporativa de la marca Ojo Vial a través de
una metodología del proceso de diseño de marca. Se busca reflejar en la imagen
corporativa la personalidad y valores de la marca para optimizar su llegada y
relación con el público objetivo y su presencia como marca confiable en el rubro
específico, para así beneficiar al usuario con los beneficios que ofrece el servicio.
Se espera llegar a un diseño de marca completo, incluyendo una serie de piezas de
merchandising o papelería y piezas gráficas que complementen la marca en el
mercado, siguiendo la imagen corporativa deseada y adecuada para el cliente y su
marca. La metodología aplicada para la investigación se separa en etapas que
comienzan con el análisis de la marca, su competencia y público objetivo, para así
obtener la información necesaria para proseguir con la etapa de selección de
criterios para el diseño, desarrollando y detallando los valores de la marca para ser
traducido en conceptos que se concretan en la etapa creativa, donde se diseñan las
piezas solicitadas por el cliente, validado y revisado por medio de reuniones con
este. Los métodos empleados en las etapas incluyen la realización de entrevistas
detalladas con el cliente, donde se ordena y plantea preguntas relevantes, seguido
de métodos de design thinking para desarrollar la parte creativa, como la lluvia de
ideas para establecer los conceptos bajo los cuales se realizan los elementos como
colores, tipografía y logotipo. El proyecto colaborativo realizado luego se presenta y
expone, para finalmente ser seleccionado por el cliente como ganador para
aplicarse a la marca, dando así un resultado positivo y satisfactorio. Se concluye por
lo tanto que los métodos de design thinking empleados, así como el proceso de investigación en conjunto con el cliente son eficientes al momento de diseñar la
imagen y comunicación corporativa de una marca.
The project is carried out in a collaborative effort with the client to design and enhance the corporate image and communication of the brand Ojo Vial through a brand design process methodology. It seeks to reflect the personality and values of the brand in the corporate image to optimize its arrival and relationship with the target audience and its presence as a reliable brand in its specific area, in order to provide the user with the benefits offered by the service. It is expected to result in a complete brand design, including a series of merchandising and graphic pieces that enhance and portray the brand, following the desired and appropriate corporate design for the client and his brand. The methodology applied for research is separated into stages that begin with the analysis of the brand, its competition and target audience, in order to obtain the necessary information to continue with the stage of criteria selection for the design, developing and detailing the values of the brand to be translated into concepts that are specified in the creative stage, where the pieces requested by the client are designed, validated and reviewed through meetings with them. The methods used in the stages include conducting detailed interviews with the client, where relevant questions are prepared and posed, followed by design thinking methods to develop the creative part, such as brainstorming to establish the concepts under which the elements such as colors, typography and logo are selected. The collaborative project carried out is then presented and exposed, then selected by the client as a winner to be applied to the brand, thus giving a positive and satisfactory result. It is therefore concluded that the design thinking methods employed, as well as the research process in conjunction with the client, are efficient when designing the image and corporate communication of a brand.
The project is carried out in a collaborative effort with the client to design and enhance the corporate image and communication of the brand Ojo Vial through a brand design process methodology. It seeks to reflect the personality and values of the brand in the corporate image to optimize its arrival and relationship with the target audience and its presence as a reliable brand in its specific area, in order to provide the user with the benefits offered by the service. It is expected to result in a complete brand design, including a series of merchandising and graphic pieces that enhance and portray the brand, following the desired and appropriate corporate design for the client and his brand. The methodology applied for research is separated into stages that begin with the analysis of the brand, its competition and target audience, in order to obtain the necessary information to continue with the stage of criteria selection for the design, developing and detailing the values of the brand to be translated into concepts that are specified in the creative stage, where the pieces requested by the client are designed, validated and reviewed through meetings with them. The methods used in the stages include conducting detailed interviews with the client, where relevant questions are prepared and posed, followed by design thinking methods to develop the creative part, such as brainstorming to establish the concepts under which the elements such as colors, typography and logo are selected. The collaborative project carried out is then presented and exposed, then selected by the client as a winner to be applied to the brand, thus giving a positive and satisfactory result. It is therefore concluded that the design thinking methods employed, as well as the research process in conjunction with the client, are efficient when designing the image and corporate communication of a brand.
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Imagen y diseño corporativo, Marcas de fábrica, Mercadeo
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