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A criação de uma Living Brand para um atelier de restauro sob a perspetiva de designer-proprietário - Estudo de caso Atelier Anas Goulão
| Name: | Description: | Size: | Format: | |
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| 9.44 MB | Adobe PDF |
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Abstract(s)
Tendo em conta o número de empresas pertencentes ao setor cultural e criativo em Portugal, estimou-se que existe um elevado número de proprietários que desenvolvem as suas próprias identidades visuais, o que, em conjunto com uma forte motivação pessoal, potenciaram o desenvolvimento do presente projeto. Sendo uma temática pouco abordada, este projeto constitui um possível guia de como elaborar uma Living Brand e a identidade visual para uma empresa tendo em conta os desafios inerentes à dualidade de funções designer-proprietário, com base na sustentabilidade, concretizando uma versão de marca mais consciente e contemporânea. O presente projeto de investigação realizado no âmbito do Mestrado de Design e Cultura Visual, pretende desenvolver a identidade visual para um atelier de restauro de móveis do qual sou proprietária. Neste âmbito, foram estudados os conceitos básicos de uma marca, a área da sustentabilidade e as Living Brands como marcas mais sustentáveis. De modo a alcançar uma resposta a esta problemática, foi elaborado um processo metodológico que envolveu o enquadramento teórico acerca desta temática; o levantamento de estudos de caso relevantes, que permitiu obter diretrizes para o desenvolvimento do projeto, analisar o mercado e posteriormente a realização de uma análise SWOT do atelier; o processo de investigação aplicado – Action Research – com os restantes membros do atelier e, por fim, um questionário de validação da identidade visual com o público-alvo. O projeto final consistiu na Living Brand e toda a identidade visual do atelier Anas Goulão, juntamente com a elaboração de um manual de normas gráficas. O projeto pretende identificar quais os desafios e as condicionantes inerentes à dualidade de funções designer-proprietário, reforçando a importância de arranjar estratégias e ferramentas para “fugir” aos bias que pode envolver o processo de trabalho de um designer que se encontra nesta situação bem como, realçar a importância da criação de marcas mais conscientes, éticas e contemporâneas.
According the number of companies belonging to the cultural and creative sector in Portugal, it was estimated that there is a high number of owners who develop their own visual identities, which, together with a strong personal motivation, enhanced the development of this project. Being a topic that is rarely addressed, this project constitutes a possible guide on how to develop of a Living Brand and the visual identity for a company, according the challenges inherent to the duality of designer-owner roles, based on sustainability, realizing a more conscious and contemporary. This research project, carried out within the scope of the Master's Degree in Design and Visual Culture, aims to develop the visual identity for a furniture restoration studio of which I am the owner. In this context, the basic concepts of a brand, the area of sustainability and Living Brands as more sustainable brands were studied. In order to achieve a response to this problem, a methodological process was developed that involved the theoretical framework on this topic; the survey of relevant case studies, which allowed us to obtain guidelines for the development of the project, analyze the market and subsequently carry out a SWOT analysis of the studio; the applied research process – Action Research – with the remaining members of the studio and, finally, a questionnaire to validate the visual identity with the target audience. The final project consisted of the Living Brand and the entire visual identity of the Anas Goulão studio, together with the preparation of a graphic standards manual. The project aims to identify the challenges and constraints inherent to the duality of designer-owner roles, reinforcing the importance of finding strategies and tools to “escape” the biases that can involve the work process of a designer who finds himself in this situation, as well as , highlight the importance of creating more conscious, ethical and contemporary brands.
According the number of companies belonging to the cultural and creative sector in Portugal, it was estimated that there is a high number of owners who develop their own visual identities, which, together with a strong personal motivation, enhanced the development of this project. Being a topic that is rarely addressed, this project constitutes a possible guide on how to develop of a Living Brand and the visual identity for a company, according the challenges inherent to the duality of designer-owner roles, based on sustainability, realizing a more conscious and contemporary. This research project, carried out within the scope of the Master's Degree in Design and Visual Culture, aims to develop the visual identity for a furniture restoration studio of which I am the owner. In this context, the basic concepts of a brand, the area of sustainability and Living Brands as more sustainable brands were studied. In order to achieve a response to this problem, a methodological process was developed that involved the theoretical framework on this topic; the survey of relevant case studies, which allowed us to obtain guidelines for the development of the project, analyze the market and subsequently carry out a SWOT analysis of the studio; the applied research process – Action Research – with the remaining members of the studio and, finally, a questionnaire to validate the visual identity with the target audience. The final project consisted of the Living Brand and the entire visual identity of the Anas Goulão studio, together with the preparation of a graphic standards manual. The project aims to identify the challenges and constraints inherent to the duality of designer-owner roles, reinforcing the importance of finding strategies and tools to “escape” the biases that can involve the work process of a designer who finds himself in this situation, as well as , highlight the importance of creating more conscious, ethical and contemporary brands.
Description
Keywords
Identidade visual Living brand contemporânea Inovadora Sustentável Reciclagem