Diseño de Campaña de Visibilización para Transformar la Percepción del Street Dance en Cuenca

Abstract

The objective of this project is to design a visibility campaign to transform the perception of street dance in the city of Cuenca. The entire process is carried out under the Ambrose and Harris methodology, which consists of seven stages condensed into five for its final implementation. The research begins by identifying key elements that positively and negatively impact local dancers. By utilizing methods such as focus groups and user modeling in the first stage, foundational information was gathered to proceed to the second stage: Ideation. During this phase, the campaign name “Sé el desafío” (Be the Challenge) was established through a creative brief, moodboard, and customer journey. This guided the third stage, Prototyping, where a visual identity was defined for all graphic aspects of the campaign. In the Implementation stage, the project was uploaded as a prototype to Instagram, while printed materials were presented through photographs of their analog application. As a result of the final visual proposal, an Urban-Brutalism aesthetic was integrated, blending elements from both graphic styles in its composition. Finally, the project highlights the insights gained through a comprehensive analysis, as well as potential improvements for future implementation.