Browsing by Author "Castillo, Gonzalo"

Now showing 1 - 4 of 4
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    Construyendo la identidad de un líder. La nueva marca Red Dávila / Building a leader's identity. The new Red Dávila brand
    (Universidad del Desarrollo. Facultad de Diseño, 2023-12) Castillo, Gonzalo; Concha, Roberto; Procorp
    Bajo la dirección de Procorp, la renovación de la marca Clínica Dávila es un ejemplo de cómo la innovación en el branding y una nueva identidad marca, pueden consolidar la imagen de una institución centrada en el cuidado de la salud de las personas. Under the direction of Procorp, the renewal of the Clínica Dávila brand is an example of how innovation in branding and new brand identity can consolidate the image of an institution focused on people's health care.
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    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.
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    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.

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