Marca provincia Chimborazo – Marca Cultural. Campaña social de empoderamiento ciudadano.

Abstract

The objective of this project was to design a cultural brand for Chimborazo province as the source of a social campaign on digital platforms in order to empowering citizens through the examination of symbolic elements, traditions and customs. It was analyzed applying the Design Thinking methodology by Tim Brown, which uses graphic software and research instruments for creating the Brand design and developing the Branding plan for the graphic pieces and their application in the empowerment social campaign, and later distribute it on social networks. Subsequently employing the observation forms and surveys it was possible to obtain detailed information and characteristic data for each canton emphasizing the importance of cultural manifestations of Chimborazo province. For the brand’s presentation, the most relevant expressions of the province were determined and a branding plan was managed for the campaign, then with its application the reaction of the target audience was observed. As a result, a high visual and emotional impact was accomplished because of the sense of belonging generated through identity visual applications in social networks. In conclusion, the province cultural brand engendered and transmitted emotions that reinforced the feeling of ownership in its inhabitants because the target public felt identified. It is recommended for the designers to collect information from previous investigations to achieve a correct application of visual identity.