“Creación de la identidad visual de la campaña de reactivación de memorias del patrimonio cultural de los barrios El Vado y San Roque de la Ciudad de Cuenca”

Abstract

The creation of the visual identity for the campaign to reactivate memories of the San Roque and El Vado neighborhoods develops a concept and visual reflection on the intangible heritage of the neighborhoods, expressions such as artisans, oral tradition, traditional games, crafts, ancestral wisdom Gastronomy, among other values, has been identified as the heart of the neighborhood and its old economic engine. This proposal seeks to generate a comprehensive campaign that reactivates the neighborhoods artistically and economically, through visual signs that communicate, disseminate and convene the different actors in the city of Cuenca. For this, different graphic pieces are created that manifest the identity of the neighborhoods in order to recall in the collective unconscious the stories, activities and traditions, creating discussions regarding the importance of preserving these authentic manifestations of the neighborhoods. The Visual identity of the Festival of Reactivation of Memories, is consolidated as a strategy of integral communication where the creation of activities that unify the neighborhoods and make visible the intangible potential of the neighborhoods and its inhabitants is proposed.