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Marcas especulativas: a interseção do branding e do design especulativo na imaginação de futuros possíveis
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Resumo(s)
O projeto de investigação incide sobre a interseção do design especulativo e do branding, visando a criação de marcas especulativas que promovem o debate e discussão sobre os tipos de futuros que pretendemos enquanto sociedade. Através do enquadramento teórico, estudo de casos e a análise de triangulação, viabilizou-se esta interseção de duas práticas que eram, à partida antagónicas, através do desenvolvimento de uma marca especulativa. Este projeto de investigação concluiu com a contribuição para os avanços das práticas do design especulativo e do branding, através da proposta de uma nova abordagem.
The research project focuses on the intersection of speculative design and branding, aiming to create speculative brands that promote debate and discussion about the types of futures we want as a society. Through the theoretical framework, case studies and triangulation analysis, this intersection of two practices that were initially antagonistic was made possible through the development of a speculative brand. This research project concluded with a contribution to the advancement of speculative design and branding practices, through the proposal of a new approach.
The research project focuses on the intersection of speculative design and branding, aiming to create speculative brands that promote debate and discussion about the types of futures we want as a society. Through the theoretical framework, case studies and triangulation analysis, this intersection of two practices that were initially antagonistic was made possible through the development of a speculative brand. This research project concluded with a contribution to the advancement of speculative design and branding practices, through the proposal of a new approach.
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Palavras-chave
Design especulativo Branding Marca especulativa