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Publication
As ferramentas do branding na criação da identidade visual de uma região: o caso de Santa Cruz
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Authors
Abstract(s)
O presente trabalho de investigação realiza-se no âmbito
do Mestrado em Design e Cultura Visual, com o objetivo de
estudar e entender o papel do branding territorial e a
utilização das suas ferramentas para a conceção de uma
marca que dinamize o território, reforçando a importância
da sua promoção turística. O território utilizado como local
de intervenção foi Santa Cruz, que se situa no Concelho de
Torres Vedras.
Quanto à metodologia do Projeto de Investigação, foi
utilizada uma combinação entre Pesquisa Bibliográfica
sobre as áreas temáticas envolvidas (que constituiu o
estado da arte), Pesquisa de Campo (onde foi feita uma
recolha de dados com observação direta no local através
de registos fotográficos e da recolha de informação em
documentos sobre o território) e Casos de Estudo tendo
sido escolhidas marcas territoriais para análise das
identidades visuais e dos meios de promoção. Depois de
analisada toda a informação que foi recolhida, realizou-se o
projeto de design, que se centrou na conceção de uma
identidade visual para Santa Cruz. Este projeto englobou as
formas de promoção do território - livro da marca,
comunicação em MUPIS e publicações no Instagram, com o
objetivo de alcançar um público jovem, tanto nacional
como internacional. Como resultado final reforçou-se o
papel do branding territorial e da comunicação utilizado ao
serviço dos territórios e das comunidades, em particular na
dinamização e divulgação de Santa Cruz.
This research project was carried out in the context of Design and Visual Culture Master Course, to study and understand the role of territorial branding and the use of its tools to create a brand to dynamize the territory, reinforcing the importance of its tourist promotion. The territory used as a place of intervention was Santa Cruz, in the municipality of Torres Vedras. The used methodology of this research project has combined Bibliographic Research on the thematic areas involved (which is the State of the Art), Field Research (where a data collection was carried out with direct and local observation through photographic records and a collection of information in documents about the territory) and Case Studies of some territorial marks, to analyse their visual identities and ways of promotion. After analysing all the collected information, the design project was developed, with the objective of creating a visual identity for Santa Cruz. This project has included the ways of promoting the territory - brand book, communication in MUPIS and publications on Instagram, with the aim of reaching a young audience, both national and international. As a final result, the role of territorial branding and communication at the service of territories and communities was reinforced, particularly in the dynamization and promotion of Santa Cruz.
This research project was carried out in the context of Design and Visual Culture Master Course, to study and understand the role of territorial branding and the use of its tools to create a brand to dynamize the territory, reinforcing the importance of its tourist promotion. The territory used as a place of intervention was Santa Cruz, in the municipality of Torres Vedras. The used methodology of this research project has combined Bibliographic Research on the thematic areas involved (which is the State of the Art), Field Research (where a data collection was carried out with direct and local observation through photographic records and a collection of information in documents about the territory) and Case Studies of some territorial marks, to analyse their visual identities and ways of promotion. After analysing all the collected information, the design project was developed, with the objective of creating a visual identity for Santa Cruz. This project has included the ways of promoting the territory - brand book, communication in MUPIS and publications on Instagram, with the aim of reaching a young audience, both national and international. As a final result, the role of territorial branding and communication at the service of territories and communities was reinforced, particularly in the dynamization and promotion of Santa Cruz.
Description
Keywords
Branding territorial Identidade visual Marca turística Santa Cruz Torres Vedras