Base Diseño e Innovación. 2021 volumen 6 n° 5: Design and global challenges

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Now showing 1 - 2 of 2

Serás sustentable, o no serás / Being sustainable to thrive
(Universidad del Desarrollo. Facultad de Diseño, 2021) Castillo, Gonzalo
Why forward-thinking brands are moving away from old"greenwashing" practices and taking the convergence approach of discourse, corporate behavior and business model seriously.
Southring, calidad intransable desde la frontera sur del mundo / Southring, impassable quality from the southern frontier of the world
(Universidad del Desarrollo. Facultad de Diseño, 2021) Procorp; Castillo, Gonzalo; Concha, Roberto
Prior to the acquisition in 2020 of Australis Seafoods (aChilean company that produces and exports salmon and trout from southern Chilean Patagonia), by the Chinese computer company Lenovo, Australis entrusted Procorp with the development of a branding consultancy to update its strategic pillars. This was necessary in the context of the evolution that the organization and the global market had presented in recent years.The work plan considered: co-defining a strategic platform for the brand, a model of brand architecture toorder its offer to different markets and segments, and finally a review and subsequent reformulation of its visual identity program.