Rediseño de la identidad gráfica y creación de una guía de contenido digital para redes sociales aplicando el diseño emocional para la Fundación de Rescate Animal “Peluditos” de la ciudad de Cuenca, Ecuador

Abstract

The “Peluditos” Foundation is a non-profit institution dedicated to the rescue and care of abandoned pets in the city of Cuenca; it carries out pet donation and adoption campaigns, and several of the economic resources it uses come from the sale of its pet supply store. All the work they do is shared on social networks, but this institution is not sufficiently recognized by citizens due to the lack of a powerful graphic system that identifies and positions it, affecting the management of the structure in its digital content and its scope. After having identified these needs, the investigative work has been directed towards different fields of influence, standing out for its importance branding and its connection with emotions, a brand construction and positioning tool in interdisciplinary links with psychology, marketing and neuroscience; stands out among them, the emotional design (design by and for the user) that analyzes the feelings experienced before, during and after contact with the product. Hence, the connection between branding and emotional design is studied, and how to use this connection to create a design product focused on the user’s emotions. The objective of the proposal is to redesign the graphic identity of the foundation and create a structure guide and templates to generate digital content, which will increase its community of donors and followers on social networks