(UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2025-07-28)
Cárdenas Pozo Dana Gabriela
;
Pilamunga Poveda Efraín Marcelo
;
UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
The following integrative project aims to create an emotional rebranding strategy as a
resource for loyalty and positioning for the Animalist Collective of Tungurahua. The
current weak visual identity and low visibility have negatively affected the collective’s
positioning, potential partnerships, donation numbers, and active support. Through this
research, it was determined that studying well-established reference cases was essential
to analyse their strategies. In addition, it was imperative to conduct interviews with
experts from various fields and surveys with the target audience. As a result, the
conclusions drawn from the proposal indicate that storytelling, real photography, and the
use of emotional content constitute an effective approach for enhancing visibility and
positioning of a socially-driven organisation.
