Le design Curridabat Ciudad Dulce Marketing territorial par Fabrizzio Mendez est un lauréat très estimé du prestigieux 2021 A' Design Award d'Argent dans la catégorie Design Graphique.
ArgentGraphisme· 2021
Curridabat Ciudad Dulce Marketing territorial
par Fabrizzio Mendez
Client : Kerigma
Lauréat du A' Design Award d'Argent dans la catégorie Graphisme
Lauréat Vérifié
Vérifier le statut du prix pour le design #107169Le Design
À propos de Curridabat Ciudad Dulce Marketing territorial
Curridabat Ciudad Dulce est un programme de marketing territorial conçu pour une ville du Costa Rica. La marque incarne la vision « Ciudad Dulce », ou Ville Douce, qui favorise une expérience positive pour l'ensemble des citoyens en s'inspirant de la nature. Le système visuel repose sur la répétition de formes, de motifs et de structures issus de l'environnement naturel, les trames hexagonales évoquant les ruches constituant l'élément principal. Cette identité flexible se décline sur les supports imprimés et numériques, les bâtiments, la signalétique extérieure et le mobilier urbain, afin que des publics variés puissent reconnaître la ville aisément.
La Reconnaissance
À propos du A' Design Award d'Argent
Curridabat Ciudad Dulce Marketing territorial est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Curridabat Ciudad Dulce Marketing territorial est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Curridabat Ciudad Dulce Marketing territorial est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.
Les coulisses du design
Dossier de presse
Crédits, membres de l'équipe et détails techniques fournis par le designer.
- Propriétés Uniques
- Just as nature uses principles to function, develop and organiztion, a city can also use these principles to create community and develop. With this idea in mind, we chose aspects of harmony, organization, and logic that can be found in nature; such as fractal geometry, symmetry, spirals, stripes, fractures, etc. In the end, we chose the patterns of nature which show a coherent and organized growth. This reflects the methodology of Curridabat Ciudad Dulce. We also decided that the brand should be flexible so that it can express the diversity of the city's audiences and activities.
- Dimensions & Emballage
- The use of circumscribed hexagon-shaped patterns of nature (as in beehives) is the axis on which the visual system is supported, which will facilitate the identification and differentiation of the brand in all graphic materials with which audiences interact.
- Mots-Clés
- Curridabat, Ciudad Dulce, Branding, Costa Rica, Place Brand, Kerigma Branding, Flexible Brands, City Brand
- Technologie de Production
- Once the essence of the brand is defined– which serves as the basis of the project – a divergent creative exercise is made to capture relevant ideas and visuals, which will then be tested and filtered in another convergent exercise, from which 3 different creative paths that work are defined. Finally, the most suitable one is chosen to meet the objectives of the brand. The Adobe Creative Cloud design tools were used for final realization.
- Défi de Conception
- The challenge was to build a visual system that reflects a city that cares about the well-being of its inhabitants, not only humans, but also non-humans, such as pollinators (bees, butterflies and hummingbirds), as well as plants and trees, along with all other organisms, which are recognized as citizens. This new identity should reflect that the vision of development is inspired by nature, with a balance between the rational-scientific and the emotional-holistic elements. In addition, it had to be flexible enough to support the diversity of programs, projects and activities that different audiences interact with.
- Recherche
- Several in-depth interviews were conducted with key people in the local government. We review various demographic studies of the city, as well as documentation explaining the vision of Ciudad Dulce. We carried out an audit of the graphic materials and communicative efforts that had been used; also, we analyzed aspects of the city and its people, among other things. All this to fully understand the essence of the brand. The objective was to define a brand that adequately reflected the innovative vision that the city had been successfully implementing for several years. This defined the essence of the brand, the differentiating attributes, the values, the archetype of personality of the brand and its main purpose. From here, the design of the logo and the rest of the visual system continued.
- Inspiration
- Ciudad Dulce (Sweet City) is a methodology based on nature; its purpose is to promote a positive experience for all citizens, by seeking inspiration in nature. Thus, it is from that inspiration that this flexible brand arises; it is built from shapes in repetition, patterns, organization, and structures present in the natural environment. These can be found in something on a large scale, such as city topography, or something as small as the veins in a leaf or a fingerprint.
- Durée du Projet
- This project was developed in the city of Curridabat, in Costa Rica. It started in July 2018 and ended in April 2019. Since then, it has worked together with the local government of Curridabat to expand other derivative projects and to accompany them in the process of brand implementation.
- Flux Opérationnel
- The vision of development in Curridabat Ciudad Dulce is part of the creative and generative logic of nature. This logic is reflected in everything the brand does to reach the diversity of the citizens. The hexagon patterns visible on all physical and digital graphic materials, outdoors, buildings, public furniture and more, make it easy for audiences to live the universe of the brand.
- Membres de l'Équipe
- Fabrizzio Mendez
Yesenia Salazar
Carolina Carrillo
Jeisson Sibaja
Gabriel Jimenez
Beatriz Aguilar - Crédits Images
- All photographs by Fabrizzio Mendez
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