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M aster D i s s er tati o n C aroli n a Rey Be d贸 n Oskar G 枚 ran s s o n Mentor
M ar gh er i ta Pelear i Course Leader
V isual Bran d D es i g n DOMU S AC AD E MY 2015
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i n de x
The Project Context Key Definitions Problems Opportunity Objectives Target State of the Art Media Analysis Proposal Communication Pillars Moodboard Color Palette The Brand Logo Supporting Elements Typography Portrait Style Website Strategy Channels Bibliography
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t h e p r oj ec t
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Lulo is a platform that portraits Colombians as narrators.
t h e p ro j ec t
A bst r ac t
Lulo [lulo] is one of the most exotic fruits found in Colombia. The word “Lulo” comes from the Indian language “Quechua” and is exclusively used in Colombia, even though the fruit is found in two more countries. Lulo is a tropical, colorful, citric and delicious fruit. Other than lulos, Colombia has many unknown/unnamed exotic and beautiful treasures. The consequences and costs of violence that the country has been suffering from for the past fifty years have made it only known for narcotraffic, neglecting its rich resources and stories. It’s not only a matter of image, it has become a day to day reality for Colombians. Growing up in Colombia means being in a controversial and contrasted environment where every day people listen and live stories related to social, economical and security issues. This is why during those 50 years, lots of Colombians have been going out of the country to find new doors to open. There are estimated to be around 4 million Colombians living abroad. However, this doesn’t mean that Colombian immigrants forget their roots, “being away from home makes us meditate more about our roots, and when your roots are so controversial, it can be hard to get along with your identity.” Lulo is a project that invites Colombians to meditate about their identity. Believing that having a sense of community is important to understand identity issues, and believing that a community is build upon time, Lulo is a tool that provokes Colombians to share, to open their doors, in order to be able to listen and tell real, simple and beautiful stories about people. This will slowly build a better community while celebrating the beautiful things people do every day. Celebrate and show how Colombians go beyond the known Colombian delinquency or today’s latin stereotype. Through visual storytelling and with the help of internet, Lulo will share stories of Colombians who have built a “home” outside the country. In the beginning, the stories will focus on the labor people do, after a while when the backup of stories is solid, more stories will begin in Lulo.
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t h e p ro j ec t
* g r ap h i c
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t h e p ro j ec t
CO N T E X T
Colombia is a very rich country, rich in resources. Our geography varies in every department as well as the way we look, cook, talk. For instance we have around 1025 musical rhythms. The diversity is so wide that when trying to come up with one simple idea about the country, is complex. There is no one exclusive colombian dish, music, look, craft, and accent. Another way to perceive the country is from a single, dark point of view characterized by war and violence. We have suffered from civil war since more than 50 years ago and this is the kind of environment I grew up in and trying to overcome it.
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t h e p roj ec t
“I always find Colombia encouraging. They face problems more extreme and seemingly more intractable than many of us can imagine, and yet every time I come here it gets better. Don’t get me wrong. Problems, serious problems, remain, which is particularly heartbreaking in a country so beautiful, so generous, so proud, so eager to love and be loved back. I come back to my own country from Colombia and I think if they can fix that, if they can make things better, then surely there’s nothing we can’t do.” Anthony Bourdain
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t h e p ro j ec t
k e y d e f i n i t i ons
Community Community is defined as a group of two or more people who, regardless of the diversity of their backgrounds, have been able to accept and transcend their differences. They are able to communicate openly and effectively; and to work together toward common goals, while having a sense of unusual safety with one another.
Sense of Community McMillan & Chavis (1986) define sense of community as “a feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members’ needs will be met through their commitment to be together.�
Emigration To leave one country or region to settle in another; migrate. Emigration from Colombia is determined by economic, social, and security issues linked mainly to the Colombian armed conflict. Emigration from Colombia is one of the largest in volume in Hispanic America.
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t h e p ro j ec t
Identity An essential element which allows the human being to recognize themselves in their environment. The identity emerges from a representable structure that makes possible its identification and allows for different interpretations. The identity is build based on formal, functional and symbolic aspects that modify and are modified by the environment. Nevertheless, these aspects are not permanent. They are influenced by different rhythms and changes.
Imagery The formation of mental images, figures, or likenesses of things, or of such images collectively. Mental images collectively, especially those produced by the action of imagination.
Stereotype A widely held but fixed and oversimplified image or idea of a particular type of person or thing.
Share A person’s part in or contribution to something. Use, occupy, or enjoy (something) jointly with another or others.
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t h e p ro j ec t
p rob l e m s
Lack of sense of community
1.
Violent behaviours
2.
3.
Negative perception of the country
t h e p ro j ec t
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t h e p ro j ec t
oppo rt u n i t y
Internet L ess C o mm u n i cat i o n B o u n da r i es
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t h e p ro j ec t
G e n e r at i o n a l approach to technology B o r n D i g i ta l : G lob a l b o u n d a r i e s a re i nv i s i b le . P e e r Or i e n t e d : I n to co n n e ct i n g w i t h o t h e rs . O n e s i m p le p o s t ca n i n f l u e n ce t h e o p i n i o n of lot s o f p e o p le . we look c o m p u l s i v e ly our phones we spend hours checking others life.
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t h e p ro j ec t
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ob j e c t i v es
Open newdoors for opportunities
Inspire
Break stereotypes
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t h e p ro j ec t
ta r g et
Colombians
Foreigners
t h e p r oj ec t
With 51.70 of Colombians using the internet, Colombia is 8.80% ahead of the global average. Internet Users
Worldwide Rank: 82nd South America Rank: 5th
In 2001 there were estimated to be around 4 million colombians abroad.
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t h e p roj ec t
www.humansofnewyork.com
state o f t h e a rt
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www.theselby.com
t h e p ro j ec t
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theatlasofbeauty
t h e p roj ec t
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www.freundevonfreunde.com
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www.cosmopolistoronto.com
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w w w. t h e cove te u r.co m
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t h e p roj ec t
m e d i a ana lys i s
# colomb i a n sab r oad
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t h e p ro j ec t
# colomb i a
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# colomb i a n s t e r eot ype
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# colomb i a n f o r e i g n e r s
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p roposal
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p roposal
com m u n i c at i on pillars
Human Raw
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p roposal
Sensorial Tropical
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p roposal
moo d boa r d
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p roposal
moodboa r d pale t t e
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p roposal
co lo r pa l ette
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p roposal
colo r comb i n at i o n s
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p roposal
t h e b r an d
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p roposal
* T h is is a l ulo
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p roposal
blac k a n d w h i t e
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p roposal
s t r uc t u r e
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p roposal
suppo rt i n g eleme n ts
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p roposal
S U P P O RTIN G E L E M E NTS
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p roposal
Fira Sans by
Ralph du Carrois
t ypog r ap h y
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p roposal
Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool Lulo is cool
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p roposal
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p roposal
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p roposal
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po rt r a i t st y l e
Res l i s mo M รกg i co spac e as p rotag on i st & sto ry te l l e r
c as ua l nat u r a l
show ro u t i ne
p roposal
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P RO C E SS
I T E R AT I O N
Vanessa Rueda
a r t i st st u d e n t o f m a s t e r i n fa s h i o n d e s i g n j e w e l ry d e s i g n e r
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P RO C E SS
Güamb ia n o in dia n s a s main in s p ira tio n
Café Águ il a Ro ja
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Fr ui t s
Colom b i an pop c ult ure
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h ome st r uc t u r e
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ca r rousel o f i mages 1: m o o d a nd lo go 2: m o o d & sho r t de scription
b r i e f i n t r oduc t i o n to t h e p ro j ec t
sto r i es to selec t
s to r i es st r uc t u r e
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best p i c t u r e lo ca t i o n na m e #
best q uot e i n t e rv i ew d r aw i n gs toge t h e r r elat ed to colomb i a
v i sual r epo rtage
p i ct ure s o f sp a ce a nd p e o p le
i n t e rv i ew d r aw i n g o f eac h pe r so n ’ s doo r
m o re sto ri e s to se e
h ome
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p r o f i le
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e x plo r e
map ove rv i ew
map selecc i o n
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doo r s : r a n dom e x plo r at i o n
doo r s : r a n dom e x plo r at i o n
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d i r ec t seac h
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st r at egy
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st r at egy
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st r at egy
c h anne l s
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b i b l i o g r ap h y
https://www.trnk-nyc.com/stories/joseph-becker/ http://cosmopolistoronto.com/ http://theselby.com/ http://www.freundevonfreunden.com/ http://www.colombia.com/colombianos/comunidades/italia/ http://www.comunidadculturalcolombiana.org http://aculco.org http://www.coloniacolombiana.com http://milan.consulado.gov.co/acerca/atencion_usuario http://colombiareports.co/six-million-colombians-living-abroad-by-2010/ http://en.wikipedia.org/wiki/Emigration_from_Colombia http://www.oim.org.co/migracion-colombiana/datos-sobre-migracion-colombiana.html http://www.oim.org.co/migracion-colombiana/datos-sobre-migracion-colombiana.html http://stagepl.colombia.co http://colombianewyork.com/Colombianos_en_el_Mundo.html https://www.facebook.com/TorrefazioneColombia?ref=ts&fref=ts http://www.expo2015.org/en/participants/countries/colombia https://www.facebook.com/pages/1492-Restaurante-Colombiano/190065027789737?ref=ts&fref=ts https://www.facebook.com/pages/Consulado-General-De-Colombia/386738984714937?ref=br_rs&rf=250686921630337 https://www.facebook.com/profile.php?id=100008306493664&ref=ts&fref=ts https://www.facebook.com/profile.php?id=100008306493664 https://www.facebook.com/colombianosunidosenelexterior?fref=tl_fr_box http://www.elespectador.com/noticias/actualidad/los-colombianos-verdaderamente-famosos-garia-481101 https://www.youtube.com/watch?v=Ltn0fwwv9kE http://theflama.com/ http://www.theverge.com/2015/1/7/7483235/the-code-colombian-army-morsecode-hostages https://www.youtube.com/watch?v=m8dOnq-l5CE cocaine add http://afia.tv/articles/ten-scenarios-might-need-brand-tone-voice tone of voice
http://www.economist.com/blogs/schumpeter/2013/09/corporate-names verbal identities
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http://www.verbalidentity.com/wp-content/uploads/2014/10/Why-brands-need-narratives-April-2014.pdf http://quietroom.co.uk/discuss/howtosellinvisiblethings/ how to sell invisible things http://www.leeds.ac.uk/comms/tov/tone_of_voice.pdf tone of voice https://medium.com/@intercom/has-visual-design-fallen-flat-a155cb6a5cda web design http://telefe.com/clase-turista/ argentinos afuera. canal de television http://www.miamiherald.com/news/nation-world/world/americas/article1979317.html http://www.washingtonpost.com/lifestyle/style/juan-gabriel-vasquez-an-unsettled-expat-trying-to-decipher-his-homelandwith-fiction/2013/11/21/6a98374c-521a-11e3-9fe0-fd2ca728e67c_story.html http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html http://www.nielsen.com/us/en/insights/news/2014/millennials-technology-social-connection.html http://rosssimmonds.com/social-media/instagram-marketing/ over half of teens and people in their early twenties are actively using Instagram. http://www.cisco.com/c/dam/en/us/solutions/enterprise/connected-world-technology-report/2012-CCWTR-Chapter1-Global-Results.pdf http://www.generationy.com/statistics/ https://www.lensculture.com/2014-lensculture-visual-storytelling-awards-winners http://proof.nationalgeographic.com/2015/04/23/instagram-spotlight-we-are-what-we-eat/ http://proof.nationalgeographic.com/ http://www.exxcit.org/ngos/ http://www.menadrc.org http://theselby.com/ http://www.huffingtonpost.com/2015/02/18/atlas-of-beauty-mihaela-noroc_n_6705130.html?ncid=fcbklnkushpmg00000063 https://www.indiegogo.com/projects/the-atlas-of-beauty http://quietroom.co.uk/discuss/santa-brand-video/ http://www.economist.com/blogs/schumpeter/2013/09/corporate-names http://www.verbalidentity.com/wp-content/uploads/2014/10/Why-brands-need-narratives-April-2014.pdf http://www.fastcompany.com/3028637/infographic-6-rules-for-managing-your-business-facebook-page http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media-infograph http://www.entrepreneur.com/article/232645 http://www.economist.com/node/613344 http://citeseerx.ist.psu.edu/viewdoc/download;jsessionid=CB95672C611ED9F430406F28F7DB7076?doi=10.1.1.126.8488&rep=rep1&type=pdf https://books.google.it/books?id=z1J5lGBwlmQC&pg=PA218&lpg=PA218&dq=how+many+times+you+search+colombia+online&source=bl&ots=jfMe05sIgA&sig=T3zJiL9Qucv9g2yVHnNrgOPZPh4&hl=en&sa=X&ved=0CCEQ6AEwAGoVChMI4IzWmPCPxgIV4vNyCh2UHQC7#v=onepage&q=how%20many%20times%20you%20search%20colombia%20online&f=false http://www.oxforddictionaries.com/definition/english/stereotype
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A mis amigas : Nou r E l G ammal Van essa Ru eda Mamรก
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