Professors Ariana del Pino and Jefferson Romero developed the article "Cooperative Image: Development of Sectoral Brands in Ecuador within the Brand Design course at ESPOL." The text describes the outcomes of a community engagement project within the Brand Design course that took a year and a half to develop.
During the course, a community service project was implemented, where design was applied for the social and productive development of marginalized urban sectors in Guayaquil. The goal is to strengthen the grouping of small and medium-sized enterprises that require a brand, as well as to create and develop a representative branding strategy in their sector.
The associations to which these businesses belong do not have, nor are they aware of, proper graphic, audiovisual, and digital management, due to a lack of knowledge about the added value these elements provide.
This process revealed the application of a case study research focused on sectoral brands. As part of the research work, Professor Romero presented the article as a paper at the 2018 CIMES (International Multidisciplinary Congress of Higher Education). The event was held on March 28 and 29 in Miami, United States.
© Photography and Writing: Patricia Caballero
30/05/2018
