Hello everyone
according to secondary
precisely in the history course of
peru that the task was to perform
a summary accompanied by a drawing that
illustrates what impacted the most is not
I had tired and had to do a
drawing i love to draw
I’ve always loved it but I did it
a very particular way
for example when the subject in class was
it was only about the time Peru peru
alone or bankruptcy filed this
work when the topic was about a
president who had entered the first
sanitation of arequipa puno and cusco
in front of this and when the subject stops
example on the paving of the
streets and public baths the first
public toilets represents this then
had a very peculiar way that
present things or draw
luckily I had a teacher that far from
cancel this peculiar way of showing
effective rather this kind of work
in that time
I did not know there was a career
of advertising design but I’m sure
that something inside of me I already knew
I would like to ask if in life they have
could do everything they wanted
someone can tell me that life has
could do everything he wanted
it’s not true in life it’s not always
possible to do what is born or projected
everything we want
in my case something similar happened I
when I studied architecture
I had a little problem I knew
draw month jiang yu
the architecture is for you and the
architecture is a professional career
a race that is going to locate you that is going
to give money that will give you position
I can say that the architecture I like
but not enough
that’s how I got to work in
different companies that they had to do
with design and communication it ‘s like that
I ended up working on a local channel
in arequipa and then I started to develop
several aspects apply the architecture
the design did things beyond the
that I had obviously been taught the u
but he learned them self-taught and
I learned them in that channel and that’s where
It was my boss from the producer Caesar Portillo
they have many capacities
esthetic handles color all these
things because you do not get to study
address of arc and me
attending to your criteria
I searched the internet for options to study
a specialization and I found in
Argentina the opportunity to learn
art direction at the level of
specialization and I had the opportunity to
contact with him with kato asato mi
mentor in the aspect of advertising
because he is a very open person very
Very convincing very authentic that despite
that I did not come from the advertising world
He accepted bet for me and I managed to enter
the institution
he is also you explain a person
who travels throughout Latin America and has
allowed to meet at your institution
Thanks to him, teamwork is
better than just working
individually because we are
very used to work in a way
very personalized and he taught me that
we must work as a team, so I
I found out about the brand contest
destination to arequipa and automatically
I said I will not do it just because my
philosophy had radically changed
it is so he summoned him to sandro tamayo
my great friend and excellent designer of
arequipeño to project us in
this great in dream that was the design of
the mark of our beloved land
the first step that we
we developed to be able to present a
proposal of this contest was to gather
information
we had bibliographic information
we had information about
investigations had been made
previously there were interviews that
had made outstanding characters and
recognized in the different areas of
regional development and with this
information has been transformed into
concepts
we started working on this brand
destination for that I want to tell you that
thing is a destination brand
here the concept and the way in which a
city or region is perceived and wishes to be
recognized to enhance their
capabilities and competitive advantages with
the goal of positioning them
internationally from the
promotion of its attributes and value
said in other words is all that
whereby a place is valued and
appreciated by the world
then why arequipa need a
destination brand
we had to know why to be able
clearly develop the concepts
then we find four reasons
substantiated
first because a brand serves to
attract investment from outside to our
region
secondly because it serves to
boost tourism that we already have but
that has much more to develop
The next point is that Arequipa had
to be much more known at the level
world had to position itself in the
mind of people from abroad and for
last because the brand also serves
to generate citizenship and identity
then with these concepts
we started to work we developed
a lot of ideas
we start and can see how
we begin to generate proposed changes
until all this is information
was embodied in those twelve concepts
that we are going to explain the first
which is the volcano that represents the valley
of volcanoes and all places
tourism with which the region has
the second son what I followed the glass
caporal that represents our
traditional gastronomy
picantería the house that represents the
colonial architecture and the sillar
characteristic
the condor that represents the
animal biodiversity and it is also associated
with the colca valley the platforms
represents the enormous biodiversity vigor
natural plant with which the
region
the ship represents commerce and
export
the church is going to represent me
living culture with which the region enjoys
until now and also the syncretism that
is the fusion of cultures that we have in
our in our region the grape that goes
to represent the production
agribusiness in sol the potential of
solar energy that the region has as
the region with the greatest number of hours of
sun of all the peru
[Music]
the wind that represents the potential
wind we have the potential rivers
hydroelectric and the sea that represents
Maritime wealth and the coast more
great of all the peru
this design needed a little bit we can
say a kind of container one
kind of style that will help me
communicate identity better and at the same time
the elements that our region has
it is so we choose the textile style or
graphic that part of the architecture
arequipeña colonial architecture that
we see for example on the covers of
mansions and churches of not only the city
but of the region because always
we think not only in Arequipa as a city
but throughout the region
it is so we can appreciate of
xylography in the common colca church
of her
in the central part and in the church the
company that has even inspired
designs to as far away as
Buenos Aires as you can see is a
cover in the center of buenos aires that
is inspired by the house ricketts
it is so that applying the design I counted
nor modes within one to the initial of
the word arequipa and we arrange the
different iconographic elements of
easy to read that this very own style
can express from another side we think about
the color all of us will not let me
lie
we have a confrontation with color
practically every day when when
we say what clothes to wear that color is
basis of our identity and also the
identity of a brand a brand like
mark destination to arequipa then
we create a red color arequipeño
result of the fusion of four tones
the rocoto tone that represents the
strength and the strength of the spirit of
character also not the tone or the
color of chili that represents
recognized gastronomy inclusive
internationally the color of chicha
nail po representing the inheritance
prehispanic of our culture that still
our lives these days
finally the color of the flag
Hispánica de Arequipa that merged with
all that indigenous culture that we have
to generate what we know today as
arequipa that was coded under a
international system that may have a
Perfect use not only within Peru
but around the world for when
need and we qualify in colors
pigment for prints and in code
light colors for screens and
computers
so we already apply the color to everything
that we have developed in the textile or
spelling and then sandro them
will comment the next pass well and only
the isologist must have to contain the
Arequipa word
then we develop a
typography specifically for that to
this show is the typography I had to
represent the strong character but to the
Arequipa’s kind time and it’s because of
that we work a thick typography
but with all the rounded corners
except that of the cv that is an element
that subliminally also shows
the destination or location icon
you can see
[Music]
now let’s talk about him he accepted the
arequipeño accent who has not come across
with a person who is not of our
region and told us you talk like
singing is not the way we
speak as if singing I do not know why they speak
So you Arequipeños
well that is a brand that also
we have not taken advantage of in our
design is more inclusive in what we have
researched in the world there is no
brand that use the accent the form of
talk about one of a territory for
generate a brand is so it accepted
represents our typical way of
lengthen the vowels and at the same time
represents the volcanic fire that crowns
the one of our wolf sun too
represents the campfire arequipeña that heat
that heat not only from the kitchen but
also from the warmth of our
gastronomy and at the same time represents the
intellect the intellect of our
great personalities like mario vargas
llosa pedro poblete josé luis bustamante
and rivero that are personalities in
various fields of science and
Arts
already left star you have to wash it chambas
to the jars first tennis to load
the water you have to fill the pan
cooking the wink for the chicha or a
fulfilled and satisfied third axis there is no
firewood wahnón and bonnet strap also look
a reason for alfalfa more than
well all these elements that have
seen are those that make up the brand
destination to arequipa but like a
person just like we can value to
a person we are not going to have to do
when we see the performance of this
person when we see him act when he
we see perform various actions
so let’s see the isologo acting
we can see it on as a sign
facades of institutions
government as well as companies
commercial cultural organizations
we can see it in airports airports
international doing promotion to
our region
we can see it in every product that is
export from arequipa csja world
we will be able to see it in the area of
tourism
when we receive all the tourists
we will be able to see how it is applied in
services
let’s see it in merchandising we’re going to
see it in souvenirs
let’s see it in branding we’ll see
in international events and we hope
see it also in this various parts
of the world
internal projection of the brand that
represents for us the brand of
equipment
not only is the projection towards
out of what we have to be able to
sell more or promote our
resources but we also consider more
important that it be a congreganating entity
an entity that unifies all types of
identities that we have because the
identity is born first of the person be
of what we are
but then it is generated from groups
like for example people with great
religious fervor that we have in our
region the fanatical people of sports
with the football case the people
proud of her production of what
makes what the field produces
who makes with his hands all this what
it must be understood as a pride
transversal or to all the estates
of our society from the citizen to
stand up to the public official
including the intellectuals who at the same time
must be translated in the generations
future
without any prejudice or
segmentation must be universal and
general for all so that this
youth can project with pride with
belonging to love everything
we are and what we have from
of us out and at home failed
see what they are
what is the sustenance and what is and from what
way is that it develops in any case
this brand has been developed
Arequipa and what’s left next
is that each of us to own
this mark destiny to arequipa and that of
that way we can achieve the desired
development that we all want to
our region as a final point
I want to tell you that 95 more than 95%
of the works developed by the
advertising designers that is
focused on the commercial market
very rarely do you have the opportunity
to be able to develop something that can
be useful to a society and in itself to the
people we want to leave them like this
final phrase design commercially it
professionally located design for
people that satisfy themselves humanly
thank you very much for your attention, thank you
to
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