Re-nova

Abstract

This project was made as an initiative to support and getting know of emerging Colombian rock bands through products that arise from design, using graphic elements that fit the identity, needs and tastes of the target audience. It is well known that cultural markets have been going through a crisis in times of pandemic and this has led them to join other platforms in response to new market laws. Historically, Bogotá has been a scene of emerging musical projects directly influenced by figures promoted from British and North American markets; some places in the city such as Chapinero and the city center were strategic points for the growth of cultural movements of the time, and musical and conceptual development of the first bands. The formation of youth groups that responded to a series of sociocultural processes was closely related to the cultural movements that emerged there: Music as an immediate manifestation served as a tool for effective expression. This expression alluded to the disagreements and discomforts that young people felt regarding issues such as politics and religion that were implemented between the 1960s and 1970s, which little by little began to take shape from musical to visual terms. British bands have been the main influence in the formation of Colombian bands, however, many of the projects that emerged in the first three decades of Colombian rock have not had solid marketing and promotion strategies, especially today that, despite that we find ourselves surrounded by the digital world, some bands have not known how to properly use the universe of social networks to reach and maintain their target audience, additionally they do not have artistic training in the visual field, which shows a great lack of concept, visual proposals and an authentic and differential factor that is striking in the eyes of the public. For this reason, Re-nova proposes to provide the client with a package of services with an affordable price, taking into account the current market trend and also knowing their wishes and needs in order to carry out their strengthening through a graphic identity that captures the attention of the customer.Therefore, it will have a creation process through the Double Diamond methodology understood as a visual map that contains four phases which can be elaborated iteratively: Discover, define, develop and deliver.