My latest projects:
cine + food
Product showcase
Introduction & Overview
Research
Client meeting
Graphic analysis
Brand identity & Customer profile
Strategy
Stylescapes & Graphic language
Web & print
CINE+FOOD AS NEVER SAW BEFORE
The cine+food experience is going to change to a whole new level
Thats the power of branding
With this new branding and communication system the conection with the people will be deeper and the experience smoother and as memorable as it can get
They won't forget the experience
With a new webpage and the new enhanced elements, prineted and digital there will be a rounded day after rounded day.
Easier, clearner, faster
This single page webpage will make everything smoother, only thing left to do is to pick the amount of pop corn
Peple know where is the event but...
Do they know where the food trucks are, where is each film displayed?, now they will!
Each one will have his moment
With 3 film series loaded with the best each genre has to offer no one will be unsatisfied
Introduction & Overview
Here are the most important things to understand the project and a basic overview on hoy I work and how this project has developed
Briefing
“Cine + food” is an annual event placed in Gran Canaria witch throughout its duration displays movies of all kinds while food from everywhere in the world is served. Its a cultural gastronomic event that has been running for more than a decade and needs a rebrand in order to fix some problems and continue growing.
Goal
• Gather and unite the company’s objectives and stablishing clear goals
• Rebranding in order to communicate what we want, be cohesive in all the elements and be able to adapt to all the situations.
• Make the user experience seamless and cristal clear
Goal: Gather and unite the company’s objectives and stablishing clear goals
"Simplifying the communicaton and website in order to improve the client's experience"
Challenges
• Make an accurate analysis of the situation and what has to change.
• Keep the user’s path in mind to be able to tackle every one of their needs.
• Make a rebrand that is exiting not only for the users but for the client aswell.
Solutions
Unifying the brand, test it against the most common situations and make it more expressive to reach the audience properly and clean the communication.
Simplifying the communicaton and website in order to improve the client’s experience.
Process & Product
For me it is very important to follow a well thought process in order to avoid missing critical steps and develop a product with consistency
01
Research
Research of the audience, competition and stakeholders. I need to know if these things exist, how they are, what their culture is and so on.
02
Client meeting
The meeting with the clients is crucial to gather all the information posible and to get to know each other
03
Graphic analysis
Since this is an existing brand. it is crucial to analyze it’s characteristics to make a seameless transition to the new one.
04
Brand identity
Building up the Brand and the different customer profiles this product will target in order to have a specific and defined communication for them.
05
Strategy
Developing a strategy with its short, medium and long term goals and how the brand is going to be economically sustainable.
06
Graphic language
Creating stylescapes: after naming I use one of the most important tools to work with the client that avoids a lot of hassle: stylescapes, then, graphic language (logotypes, color pallets and typeface) is a straightfoward process.
07
Product design
Product design and prototyping; Once I have the instruction manual and the puzzle pieces, its just building up everything from that point until the product is finished.
08
Product showcase
I build animations, mockups and resources to exhibit the product to the client and/or help in the selling process
Research
Questions and information I gather always to understand the project, client, customers and field were working on.
Is there an audience?
Audience for the event “Cine + Food” in Gran Canaria has never stopped growing with the exception of the pandemic, which made the organization reduce the crowd in order to follow the sanitary restrictions. They have more than 13 thousand followers on Facebook, which is their main social media count and an average of 10 thousand people atttend this event every year and counting, this is important since this is the 12th edition, which makes this a safe success every year.
How is that audience?
(needs, demographics, income)
While lots of people attend the event there are mainly 2 groups, the first and largest group made by families with children, which have a medium to high income and a second group made by young groups of friends with a low to medium income.
Mainly two groups: families with children and young groups of friends
"other organizations avoid using the same dates"
Is there competition?
There are many other events in the island, but this event has been running for more than 10 years now which always secures a lot of people and attention. Also other events usually do not overlap with cine + food so there’s not any important threats that keep in mind.
How is the competition?
Mainly concerts and expositions, but not big and usually other organizations avoid using the same dates than cine + food to make sure that they are not loosing audience because of this.
How about Stakeholders?
Many stakeholders play an important role in this event, we can separate them in two groups:
Sponsors: with the recent addition of KIA the sponsor panel has been strengthened, but mainly we can highlight KIA, CEPSA, Heineken and many newspapers.
Government: mainly the Canarian Government, Gran Canaria Town hall, and Gran Canaria tourism promotion. These stakeholders have a different goal than the sponsors, they want to promote and highlight canarian culture.
SWOT
Analysis of the strengths, weaknesses, oportunities and threats to see how the market will be and to be able to make the best strategy possible.
Strengths
• Rooted in people’s minds, everyone knows about the event • Can fit a huge variety of tastes in the event. • Stimulates and preserves culture in a lot of fields, mainly food, films and music.
Weaknesses
• There’s a space limit on how many people fit in the main stage. • Since is usually a complicated event it can be hard to show properly a huge amount of information so it’s easy to consume by the audience (schedule, prices, food…) • Sometimes can get very crowded and that is uncomfortable fo the audience.
Oportunities
• Main audience usually has good income. • Mainstream audience, not a niche one. • Other organizations such as music bands want to participate in the event.
Threats
• Films’s copyrights are sometimes hard to get • Sometimes theres too much dependency with the canarian government.
Client meeting & solutions
After listening the client’s concerns and making a research on the project to have the big picture in mind, we reached to the next painpoints and things to adress
01
Making a brand and customer projection in order to know ourselves and our customers.
02
Rearranging the goals, revenue and awareness systems to focus on the most important things
03
Analyzing and researching what tools and workflows could we improve in order to save time, money and other resources.
Company’s goals are scattered and stale
Gather and unite the company’s goals and stablishing clear goals
Brand looks outdated, too generic, and is not very flexible
Rebranding in order to communicate what we want and be able to adapt to the situations
01
Analyze what are the problems of the current brand
02
New logo, new type and color system with the goal of simplicity and communicate the main points of the brand
03
Generate extra resources like illustrations or maps to communicate the story of our events.
01
New web app so they can check the billboard easily
02
Said webapp will gather information of user path and interests
03
Generate extra resources like maps to communicate information of the event more clear.
Visitors are usually confused on how the event works
Make the user experience seamless and cristal clear while we gather information and feedback.
graphic analysis
First in order to make a good rebrand it is crucial to analyze all the important aspects of the current brand to list and tackle it’s pproblems and nuances.
Logotype
The isotype uses 3 colours, a cartoonish 90’s style and a sans seriff bubble typeface to finish with the logotype. In the logotype it is used filled shapes and outlined ones and with the recent sponsorship with Kia motors the Kia logo also appears below it.
The imagotype presents many issues but can be reduce to the fact that it is very complex: From the amount of colours used, the details and the huge variety of kinds of shapes it makes it hard to reproduce in tiny formats and messes the message and the emotion that the brand wants to transmit.
Colours
There are 4 main colours being used in the brand, a mustard yellow and many shades of blue and purple, there are also many colours and shades used to support the designs in billboards and banners.
Photography & Resources
Photography is used in many of the posters and the banners of the brand, however it is stock photography and the integration is poorly made, with amateur solutions and weird compositions.
There are 3 main resources used by the brand:
Badges: Graphic elements such as posters or banners use badges to present all kind of information.
Illustration: Stock illustration with very different treatment from one to another
Gradients: Hard gradients that not always have the same angle are used aswell.
Typeface
Theres also a mixture of typefaces and sometimes the end result is confusing and lacks coherence, there’s a sans seriff typeface used as the main typeface, but theres also in some posters the adittion of other sans seriff typefaces. Other posters use a huge variety of seriff typefaces and this has to be added to the fact that the logotype has another lettering typeface.
conclution
The graphic communication is all over the place, it should be made simpler, easier to read and with some clear guidelines on how it is going to be used so further designers can apply it properly. Regarding the resources, photography is a problematic topic since it is hard to use in a coherent way. Badges are a interesting resources to investigate and illustration should be united but can help a lot on the feeling that we want to transmit
Brand identity
There’s some exercises I do with the client in order to understand and clarify how the brand is, how it wants to be, how the customers should be, what’s the brands value and so on. The exercise is made filling with words the question and then narrowing the results to 3 words maximun.
Customers
How would you describe your customers?
Friendly Loyal Interested in culture Interested in other countries Curious Like to experiment Kind
Culture
How would your community describe you?
Entertaining Multicultural Delitious An experience Funny Artistic
Voice
How do you sound to others?
Approachable Cheering Funny Educative
Benefit
How do others feel after interacting with you?
Excited Full of new ideas Inspired Socially fulfilled Nostalgic Emotional
Value
What tangible impact do you have on others?
An event of discovery, or nostalgia depending on the movie or food, but usually an emotional ride to share with family and friends.
X-Factor
What makes you radically different?
The combination of outside cinema and varied gastronomy is what makes this a unique event that can reach any taste and any situation.
Customer profiles
The next exercise I do with the client is to clarify the customers through customer profiles; they are made up profiles that describe the ideal customer, how are they, what are their needs and so on. This creative exercise helps shaping the communication, the product and the brand identity
Jose
Spanish - 58 years old
Engineer - High income
Story
Jose has been an engineer for the last 15 years, he has been born in the island, studied abroad and came back to form a family with his wife Laura. Has 3 children and and want the best possible education and enviroment for them.
Need
Since he has 3 children he needs 2 main things, a way to keep them entertained for a while, said entertainment has to be educative and a place where he can meet other friends to have a good time while they keep an eye on the children.
Solutions
There are plenty child movies projected on the event so he can schedule a nice afternoon with other parents to spend the evening.
Julia
Spanish - 24 years old Student - Low income
Story
Julia has been studying video production while she works at a retail store. She dreams about working while travelling helping different companies but for now she wants to focus on her studies.
Need
She has very little time to spare after her job and studies but she wants to pursie her interest while still keeping her friends aside.
Solutions
She can have her necessities fulfilled here all at once; be with her friends, watch films that may inspire her and connect her with her future of travelign to different countries
Andrea
Spanish - 42 years old Teacher - Mid income
Story
Andrea has been teaching on the island for the past 10 years, has many friends and likes to meet with them to plan new travels and remember the old ones.
Need
A place to hang out with her friends that can fit the tastes of everyone.
Solutions
We provide the place and many different experiences to match old stories or stimulate new ones
Strategy
Strategy for me has to define a path to follow, what are the most important things to do to survive in the market and reach our goals
When it comes to strategy I take a look at the road ahead and what are the best options to proceed, step by step. This is done trough a 3 point process:
Revenue: Where will the money come from to make this a succesfull and economically sustaniable project
Awareness: How people will know about the project, how are we going to reach out to our selected target.
Efficiency: How can we improve our workflow, where are our pain points and what can we do to spend less money, be faster, be smarter or anticipate posible mistakes.
The exercise I make is filling a sheet where every item will be valued by its importance and accesibility, wether it’s easy or hard to implement, and the time it needs to be fullfilled. After that we’ll end up with the steps ahead organized and ready to take them.
The exercise I make is filling a sheet where every item will be valued by its importance and accesibilithy
Revenue
Where will the money come from?
Revenue exercise done to build the strategy of the brand CLICK TO ENLARGE
Awareness
How are we going to reach out to our target audience?
Awareness exercise done to build the strategy of the brand CLICK TO ENLARGE
EFFICIENCY
How can we do what we are doing better?
Efficiency exercise done to build the strategy of the brand CLICK TO ENLARGE
CONCLUTION
About the revenue we are focusing our long term efforts into improving the relationships with the sponsors and getting brands to pay for advertising their products in the event, while we work on ticket sales and food truck spots, in these last income resources will be explored a premium option.
When it comes to awareness the company will shift a little towards social media in order to get more following and expand the scope. This will be made organically and paying for the advertisment, starting with Facebook which is the biggest one for the brand currently.
About efficiency implementing online tools such as slack or drive will be easy and will improve a lot the teams working on the company, on the medium term we will need to prepare templates and a portfolio to use in sales presentation and while all of this is developing its important to gather all the information possible regarding the event itself to have more resources in the future.
"it's important to gather all the information possible regarding the event itself to have more resources in the future"
Stylescapes & graphic language
Stylescapes are a low commitment – hight fidelity way to show the client how is the path were going to take.
Y learned this process with The Futur, an online educational brand focused on design & strategy
Once I started doing stylescapes I couldn’t work without them anymore. They are like moodboards, but way more usefull, with purpouse and one of the best ways to communicate with the client to work faster, safer and keeping the client happier. I have to give credit to The Futur, whom I learned from this concept.
Stylescapes are a low commitment – hight fidelity way to show the client how is the path were going to take. A selection of moodboards that tackle every aspect the Brand needs (typeface, colours, materials, personalities, mood, composition and so on. The client is presented with 3 or 4 very different stylescapes so he can point and choose what things are ringing for him and what are not. It is a way to guide how the work is going to be without commiting time and effort. This is done after all the branding and strategy done before.
Stylescapes are a low commitment - hight fidelity way to show the client how is the path were going to take.
"in this case I choose the mild, medium and spicy formula"
Stylescaspes can have very different aproaches, in this case I choose the mild, medium and spicy formula, where the first stylescape will be representing in a straightforward manner the concepts listed before, the last one will be a unnusual and extravagant way to represent those same concepts and the second one will be somewhat between the middle.
In this case the concepts that I have isolated to make this processs easier are the following:
- Emotional
- Vintage
- Multicultural
- Inclusive
- Festival look
- Energetic/fun
"Mild" Stylescape
This stylescape represen what the client should expect, this is the obvious and straightforward moodboard. This when full on the vintage side with old schoold patterns, tamed colour palette, some 70s typeface and collage that could help when it comes to posters and printable elements.
"Mild" Stylescape that represents what the client should expect CLICK TO ENLARGE
"Medium" Stylescape
This Stylescapes lives in between the mild one and the spicy one, another perspective close to what is expected but with a twist.
In this case the twist comes from mixing the vector illustration with patterns, which separates the stylescape from the vintage side but makes it more festive, modern and joyfull.
"Medium" Stylescape that represents that sits between the mild and the spicy one CLICK TO ENLARGE
"Spicy" Stylescape
This is the wild, the thing that is not expected but does still fit in the Brand. This stylescape takes modern and joyfull to a new level with the gradients and vector icons, its festive and inclusive but has nothing of vintage or multicultural that the previous ones have.
"Spicy" Stylescape. This is the wild one , the thing that is not expected but does still fit in the Brand. CLICK TO ENLARGE
Meeting with the client and conclusion
After showing the client the stylescapes to see which direction was the right one, the conclution was to keep enterile the medium one, it fitted the mood that the client wanted to transmit.
Special mention to the lettering logo which was well received since it look fresh, natural and hand made, that is the reason why this part took so much importance later on.
After the Stylescapes are done and approved the rest is pretty straightforward. I just need to follow and adapt them to build a cohesive brand.
"After the Stylescapes are done and approved the rest is pretty straightforward."
Logotype & Symbol
As stated before the logotype took a very important role since the lettering style gives it a fresh, natural and hand made look that the client wanted.
It is composed to wor as a square unit, which creates an icon feeling, since is not along a line like regular text.
The process was very methodical, going from sketches to a more refine state before jumpin on the vector app to make the actual drawing.
This last step takes a lot of time because it has to be made as fine as possible, after that a lot of optical corrections have to be applied so it looks perfect to the eye.
Typeface
The typeface chosen has been nunito sans, a free and open typeface that is flexible and very neutral so it doesn’t draw atention and let the other elements of the brand shine.
Colours
The colour palette in this project has a different aprroaches than I usually do. By default my process is a 60-30-10 ratio (see in the other 2 projects) but this time I needed more flexibility and a wide palette, so this aproach has to parts.
Base colour palette: With just the basic and main colours of the brand, the brigh orange that articulates the brand and 2 neutrals, a dark one and a clear one.
Extended colour palette: its a wider palette with brigter and darker shades of the base coulor palette plus some aditions in order to be flexible enough for the illustrations and the webpage.
Illustration
The approach of illustration is to combine every aspect of the brand trated before and to create a scenery for the brand.
Movies are played in different scenarios so the illustrations used for the campain are based on that. Creating a world for the brand helps to make a deeper image of itself and connect with the audience in ways that you can not connect with regular resources. It makes the brand stand up from the crowd and be unique.
All the illustrations are created using an axonometric perspective that makes the ilustrations easier to make and coherent between them.
Below there are the posters for the campain of film series (sci fi, horror and child series) and on the right theres the map done to help visualize the space and know where everything is at.
website
All the digital communication, from the website to the banners used in campaing are a challenge to see how the brand holds up
The webpage was made with the purpose of unifying the new brand attributes and make it simple so users can get al the information they need without any problem, it also works as a promotion of the different restaurants that will participate in the event.
So in order to make the web easy for the user and easy for the developer team that will have to do it and since the amount of information is not huge the solutions is a single landing page with 3 sections:
"unifying the new brand attributes"
"An illustrated map to see where are going to be the food trucks"
Schedule: where all the information regarding the schedule will be works as a pop up to see the extra information (see in the animation below)
Restaurants: A section where people can see all the restaurants that will be their with information, theres some hierarchy so there is room for negotiate With the restaurant the different conditions that each food truck will have.
Map: An illustrated map to see where are going to be the food trucks and the different spaces where films will be displayed.
Wireframing
The first step is to prepare the wireframe to make sure that we have a very good skeleton that follows our gols and to communicate better with the client.
Prototyping
After the client sees and approves the wireframe the next fase is to create the final prototype where we can see all the website come to life.
Interaction
The next video shows how the web’s interaction would work when it comes to expanding the information and using the map.
Newsletter
An example of the newsletter that will be used to promote the event through email marketing
Banners
Banners ment to be shown in other wesites to promote the film series
These banners are also shown in the main website aswell as the first CTA but it’s main purpopuse is to be used in other websites and act as a guide to design other banners that could be needed.
Click the banners to enlarge
This is a physical event, and even tho there has been put a lot of focus on the digital scenery to take advatange of these plataforms it's crucial here to not neglect the printed part
Since this is an event that is going to use a lot of print services as a marketing tool I have laid down here the most important pieces that will be used printed. Also the posters are very important since they are the key element that use illustration and will articulate the communication of the highlights that will happen in the event.
"posters are the key element that will articulate the communication"
"illustrations will look to draw as much audience as possible."
While there will be tons of films displayed at the event there will be 3 film series (scifi, horror and children’s films) that will look to draw as much audience as possible.
The other elements are flyers and the acreditation that people will need to access the event.
