2024 - Mexico
ENG // Depatriarchiza design for social and planetary restoration. Female and dissadent voices in Latin America design
Andrea Soler & Taina Campos, Diseña Colectiva
En América Latina, donde la comida ha moldeado tan profundamente nuestra identidad, las palabras sirven como ingredientes para cocinar discursos de identidad, pertenencia y orgullo. Estas expresiones culturales nos inspiran y, al mismo tiempo, pueden ser útiles para generar desarrollo y progreso. Las marcas se comunican verbal, visual y experiencialmente. Cada uno de esos lenguajes es igualmente importante; y para lograr identidades poderosas, las marcas necesitan una personalidad clara, un tono de voz consistente, y temas y mensajes principales bien definidos. Es a través de las palabras que los conceptos se convierten en soluciones visuales y a través de mensajes que las marcas se comunican con su audiencia, y cómo realmente se conectan y se convierten en lovemarks.
Daniela spent some years in Europe but decided to return, captivated by the magic that surrounds Peru. She founded Sed Branding Studio, where, as the Creative Director, she draws inspiration from the vibrant mix of Peruvian food and culture. While initially considering advertising design as her career, she pursued communications, developing her love for design but also for words and meanings. Her brief time working as an advertising copywriter taught Daniela how to create concepts based on insights. When she discovered branding, she felt as much happiness as when she discovered chocolate. The name of her Studio (Sed) translates to thirst, and it symbolizes the importance of nurturing daily curiosity to create brands with unique personalities. Sed Studio has crafted and propelled over 100 brands, including Peruvian startups that are now expanding across Latin America.
