Diseño de campaña institucional para el posicionamiento de la Fundación La Iguana.

Abstract

This degree project develops a design strategy for an institutional campaign to position the La Iguana Foundation, with the aim of strengthening the brand digitally through an attraction campaign on its various communication platforms, thus allowing it to project its environmental impact within the city of Guayaquil. This research uses a qualitative approach with a descriptive scope, the objective of which is to understand certain complex phenomena such as the participation of a digital community within a non-profit organization. To this end, the project is studied through independent research and various semi-structured interviews with people involved in the project, thus identifying the perception of the brand in the digital age and visualizing areas of opportunity for the development of the campaign. The theoretical foundations of brand positioning, engagement, strategic design, and visual communication are presented in order to analyze and structure the design criteria for the campaign. This project applies different communication disciplines focused on strategy, dissemination, and brand promotion with the intention of fulfilling the main objective through the campaign carried out to influence the perception of the digital community.