Proceso analítico desde el branding aplicado al feed de Instagram de la Tienda Cardio de la Fundación Cardioinfantil durante el periodo de agosto a octubre de 2022.

Abstract

The graphic design program of the Santo Tomás University focused on social transformation based on the ideation and conceptualization of projects that impact and respond to various visual problems proposes that the skills acquired be applied within the field labor. Therefore, choosing the form of work practices challenges the knowledge and skills acquired during the program and are applied in a real environment, which in this case the selected institution is the Cardioinfant Foundation | LaCardio.

Having completed the first month of work practice in the Marketing and Communications Department of the Foundation arises the idea of promoting the project of the Cardio Store, which at that time was only a physical point of sale, to digital platforms. In this way the opportunity to work this transition as an object of study is born, thanks to the potential of analysis from its corporate identity and the development of its brand value through platforms that have high dissemination of messages such as the social network Instagram, which greatly benefits the objectives that the Store seeks to fulfill by pointing towards a new community of users to support the social project, Regale a life. In that sense, it is pertinent to mention that the Cardio Store was conceived as a physical point of sale, located within the facilities of the Cardio Children’s Foundation, in which it sells varied products, which have graphic elements of the same Foundation, with the aim of transforming sales into donations that benefit the social program Regale una Vida, which annually conducts diagnostic brigades throughout the country to help low-income children with heart disease.

In this way, the analytical process carried out from branding starting from the analysis of the identity and corporate image of the Cardio Store is relevant to achieve the transition of values and attributes of the same to Instagram and, Likewise, measure the impact that this process generates on users from the interpretation of statistics and feedbacks. The above presupposes an adequate and complete process of transition, articulated from the design from the processes of creation of a brand, positioning in digital platforms the impact on users, constantly changing but it is up to creatives to discover how to satisfy their needs and desires, always considering the main objective of the Shop support through donations to the social program, Give A Life.