Desarrollo de una propuesta de branding, elaboración de manual de marca y propuesta de una campaña publicitaria en redes sociales para ADINEA (Asociación para el Desarrollo Integral del Niño Excepcional del Azuay)

Abstract

This capstone project aims to establish a new logo proposal, a brand and advertising manual for ADINEA (Association for the Comprehensive Development of Exceptional Children of Azuay). A key part of this project was the methodology used to reach the concept, as well as the entire path that was taken to transform an idea into a tangible proposal. The final design was obtained thanks to the implementation of several tools from the design thinking theory, which were also vital to conceptualize the communication and advertising tone of the brand, which will be reflected in both the logo and the user manual. Two design methodologies were used to structure the project, one from Ellen Lupton and the other from Ambrose-Harris. Within this analysis, qualitative research techniques were also implemented to obtain information from the school, some of these were interviews, focus groups and field investigations. To conclude, this work has been developed with the spirit of helping ADINEA move forward, which is why its current situation had to be studied in order to make a proposal faithful to the reality of the institution and thus be functional.