The Good Loop

19/12/201930/04/2020Concept, Videobranding, ied, logo, project, thegoodloop, video

The Good Loop

Created in 2019

The Good Loop is my final personal project for the Communication Design Labs of the Masters of Design and Innovation at IED Madrid.

The Good Loop aims to close the gap between the existig solution that try to fight food waste and the people who have no access to them. It gives shape to an ecosystem based on collaboration between people, companies and associations that want to be more active and helpful in their city.
The Good Loop is an upgrade for food delivery apps that enables people to quickly donate food at a cheap price to the ones most in need.

THE GAP

Food waste is one of the biggest issues nowadays and fortunatly people are becoming more aware of this issue, as well as strat-ups that are trying to fight against it.

Too Good To Go is an existing app, number one in Europe, that solves this problem. It connects the retailers (restaurants, bars and stores) with the final users, giving them the possibility to sell the extra food at the end of the day for an affordable price.

In Madrid over a population of 6.640.705 people in 2018, almost 1.261.734 people were living in a situation of poverty and social exclusion or at risk to suffer it.

From 2016 to 2018 the people leaving in the streets increased of the 24%. Now there are almost 3.000 homeless people in Madrid and most of them stay in the city centre.

Only people with a smartphone and a credit card have access to this service that provides good and affordable food.
In this way a part of the population is excluded from this service, the one that would need it most.

THE GOOD LOOP

The Good Loop is an upgrade for food delivery apps that enables people to quickly donate food at a cheap price to the ones most in need.

Let’s see how it works and how it looks like.

This is a huge project. If you want to know more details about it or discuss it, please don’t hesitate to contact me.

Luz Mary – natural dyes

04/11/201928/09/2020Branding, Concept, Videobranding, business model, logo, natural dyes

Luz Mary - natural dyes

Created in 2019

During September and October 2019 me and my group developed Luz Mary – natural dyes, a social project for the MDI at IED Madrid.
After a field trip of a week working with Omacha Foundation in Puerto Nariño (Amazon jungle of Colombia) we decided to help Luz Mary,
a Ticuna woman who runs a workshop on natural dyes, keeping alive her culture’s traditions. Let’s start from the context.

Photos from our experience in Puerto Nariño

Puerto Nariño
is located 87 km away from Leticia, the largest city in the colombian Amazon. It’s the first eco-village of Colombia, infact there are no vehicles (except for a garbage truck and an ambulance). It’s possible to arrive to the village only by boat from Leticia and it takes two hours. Three indigenous ethnic groups coexist in Puerto Nariño: Ticuna, Yaguas and Cocamas.

Tourism, along with fishing, is the main source of income for the community of Puerto Nariño. It started to be a touristic destination in the last 10 years with the help of the University, the goverment and Omacha Foundation.

INSIGHTS

LUZ MARY

She wants to do more workshops during the whole year to get money to mantain her family (now she does only 3/4 workshop during the whole year and always around September/October);
The locals, expecially the young ones, are not interested in learning her crafts.

“I want to have more workshops, to have more resources for my children to study. For example, the one who just left is studying to be a cop, he is seeing if he gathers his money to get into the police. I have another daughter who’s studying. More than anything, what I work is for them. Everything is expensive. That’s why I was telling Fernando to have workshops during the year, not all at once. Once, twice, or three times a month.”

YOUNG LOCALS

There is a big generation gap between millenials and the older generations in technology awareness;
Young people are interested in the traditions that tourists like, because these can increase their economic possibilities.

TOURISTS

They are interested in the myths of the community;
Most tourists come from France;
They still use online travel agencies to search and book their travels.

THE VILLAGE

Even if the people in Puerto Nariño are finding ways to up-cycling plastic creating various kind of crafts, plastic pollution is still a big issue;
The internet connection in the village is working only close to the city hall and it’s not always available.

THE WORKSHOP

Here is the customer journey of the tourists who attend the workshop with all the painpoints highlighted.

OUR SOLUTION

Taking in consideration the three pillars (economy, society and environment) and the effect we
would like to produce in the long period we shaped a tailored solution for Luz Mary and her workshop.
We covered the aspects of branding and communication, we redesigned the workshop and created souvenirs.

BRANDING

COMMUNICATION

We decided to promote the workshop in Colombian and French eco-tourism agencies that already have touristic packages for trips to the colombian Amazon. With this, we solved the Luz Mary’s issue of not having technological skills to manage the online booking and working with agencies will create a more direct and personal relationship, which will be more suitable for her. Furthermore, these touristic packages usually include a tour guide who will be able to translate for Luz Mary, solving one of the main pain points.

To catch the attention and interest of the people who come to Leticia, this flyer will be distributed inside the airport. Every tourist as soon as they arrive in Leticia need to pay a tourist eco-tax. In this moment they also receive brochures and fyers with information on places to visit and activities to do. This will be another important check-point to promote Luz Mary’s workshop. This flyers will also be available in the tourist information stand in Puerto Nariño, both in Spanish and English.

REDESIGNED WORKSHOP

We smoothed out the pain points reordering some steps of the workshop and adding a little storytelling component about Luz Mary’s personal story, the importance of the natural dyes in the culture and information about the fruits and plants used in the workshop.

SOUVENIR

Created putting together two lids and a neck of a bottle, the most polluting parts.
It contains the dyes transformed into powder to last longer (until six months).
A piece of Yanchama (local plants) is colored with the dyes to show them.

This is a good way to reuse the leftovers from the workshop that otherwise Luz Mary uses to throw away and also to recycle some plastic.
These souvenirs can be sold at the end of the workshop or in the local souvenirs shops, in this way she will have another possible source of income.
For the tourists this would be a way to bring home an original memory from the workshop and they will also spread the world about the workshop.

IMPLEMENTATION

We have designed three very simple manuals for Luz Mary in Spanish:

Manual of suggestions for the workshop;
Manual to contact the diferent agencies;
Manual to create the souvenir.

We created an email account “luzmary.tintesnaturales@gmail.com” so she can communicate with the diferent agencies and respond to their requests. The most important aspect of the implementation is for her to find someone that knows how to use an email. We suggest one of her sons or daughters. Inside the email, she will find all the visual communication outputs to print (the posters, the fyers, etc). She will also find a redacted email (both in Spanish and English) to simply forward to the diferent agencies. All this is explained inside the manuals.

Thanks to:

Lucas Karagozian – especially for the collaboration in analysing and redesigning the workshop

Serio Costa – especially for the collaboration in creating the souvenir

Luz Mary

Erick Reyes Alva De La Selva – for taking some the photos you can see here

Play Again

03/08/201930/12/2022Concept, Videoconcept

Play Again for Imaginarium

Created in 2019

Play Again is the second project we developed during the Communication Design Labs Master of IED in Madrid.
This project was created for Imaginarium, the famous Spanish toy brand.

BRIEF

Imaginarium asked us to design communication solutions to reinforce the brand vision over education,
experience and innovation and to adapt them to the interests and needs of parents and children.

PLAY AGAIN

“Play Again gives parents opportunities to stand together,
help each other and extend the life of their old toys
by taking sustainable and social choices”

Play Again is not just a project, but it’s an entire eco-system of experiences and activities that people can reach from any point.
It’s been created based on the parents’s needs and pains and on the Imaginarium’s necessities and strenghts.

ABOUT PERENNIALS IN SPAIN (MILLENNIALS PARENTS)

26% unemployed
More than 50% don’t have their own house
Use social media (Instagram the most)
Care about sustainability
Support social projects
Love brand with their same values
Prefer to go to stores to buy toys for the kids
Keep searching for advises to improve as parents

ABOUT IMAGINARIUM

Educational toys
Have heritage
Spread happiness
Offer holistic experiences
Make better kids and parents
Help families
CSR company
Need to improve communication and platforms

This is Play Again with all its main activities: toys donation, naked shop, recreate toys, swap the toys, moving workshop and the platforms.

TOYS DONATION

Parents and children can bring their old toys (of any brand) to the Imaginarium stores. Before donating them, we just ask them to tell us something about the toy and their relationship with them (toy’s name, how they met, what kind of superpower the toy has, etc.).
Most of the toys will be donated to Goodwill Industries and the parents can collect membership’s points for the Imaginarium Club.

The idea is to use the iconic and famous door of Imaginarium and to put the box to donate on the kids’ side in order to involve the children in the process and transmit them the values of sharing, recycling and donating.

NAKED SHOP

Here there is a simple step that Imaginarium can do to make the difference and work to create a better future for the next generations. Inside the stores the products can be shown without the packeaging and also at the moment of the purchase the client has the choise to buy the toys without the pack.
In this way Imaginarium can easily recycle all the packaging and the clients are involved in the process.

RECREATE TOYS

This is an activity to breath new life into the old Imaginarium toys, to bring back nostalgia, give more values to the toys and give to parents a moment to create and have fun with their children.
The video show the process of recreation mixing old and natural elements. At the end the kids will also insert an heart that sybolized the superpower of the toy. The children will also create a re-birth-day certificate of their new friend.
This workshop can be easily insert among the other workshops that Imaginarium is already running into their stores.

SWAP THE TOYS

This is another way to bring people to the Imaginarium stores. People will be invited to this event and asked to bring their old toys to exchange them. This is a good way to find a new owner to the toys, bring happiness to the kids, share memories and experiences and generate more traffic (increasing the selling) inside the shops.

MOVING WORKSHOPS

One of the missions of Imaginarium is to spread happiness and help the kids to learn through playing. With this inniciative Imaginarium can bring the happiness where is needed, expanding the limit of the stores. The brand can collaborate with social institutions and create tailored workshop depending by the necessities of the kids. In this way the experts of Imaginarium will leave the stores and become more socially active and involved.

PLATFORMS

To integrate Play Again with the Imaginarium brand and highlight the CSR soul of the brand we proposed a landing page on their website. It will show and explain the entire ecosystem with all the activities. Than, to reach the perennials and spread Play Again Imaginarium can create a special account for Play Again.

PROMOTION

The storytelling for the promotion of Play Again is build around the belief that toys have superpowers.

The toys are one of the more important things during the childhood, but most of the time they are throw away and wasted just because the children need and want different toys. But, as Imaginarium knows, the toys have a lot to give to the kids and this is what we like to call superpower. They are crucial to develop a lot of skills and that’s way we want to try to save the toys. We want to extend their life and give them the chance to Play Again.

Here some simple prototypes.

On the left, an example of pop-up promotion.
It’s a big pop-up box with play tunnel inside in with kids can play with.
It will be used mainly to give information about Play Again, but can be used also to test new toys and receive new members for the Imaginarium Club.
It will be made of recycled rubber, which is a sustainable, cheap, soft and safe material, perfect to deliver our values and for children.
It can be placed in quares or used during events.

Thanks to:

Sooji Kim – for creating this project together

Ugo Ceria and Manuel Toro – for the precious tutoring

Mor+ for Room23

25/05/201924/03/2020Conceptconcept, video

Mor+ for Room23

Mor+ was created in 2019

During my Master at IED Madrid we collaborated with Arcelor Mittal to their Room23 project and Mor+ is the concept that my group presented.
Arcelor Mittal is a multinational steel manufacturing corporation, guided by a philosophy to produce safe, sustainable steel.
Actually the world’s largest steel producer.

BRIEF

Room23 is an open innovation consortium that allow the technological and user partners to research and improve their techonology and services.

In the specific, the technological parteners (Baragaño, Cosentino, Roca, Geopannel, Normalux, Ecus) will test new technology initiatives around Technologies for People, providing flexible and modular habitats, while the user parter (Hotel Palacio Ferrera of NH Collection in Avilés) will implement and test innovations in their business.

Arcelor Mittal asked us to develop three main areas of this project finding solutions suitable for Avilés and that could be implemented globally :
• Services / Value Proposition
• Data / Research
• Communication

MOR+

Mor+ is the concept that we want to apply to Room23.
It covers the three essencial component of a place and this is foundamental since an hotel room is considered as a non-place, a place that people have no real attachment to. We need the guest to feel this connection with the room in order to create a tailored one-of-a-kind experience.

Here’s the three components of a place and how Mor+ can add value to it in Room23:

• Function and use of the space – through hotel service know how’s
• Physical attributes of the space – through modular design
• Meaning and emotion of the users – through local and authentic experiences

WEBAPP FOR ROOM23

We proposed to use a webapp to collect data from the guest in order to create a personalized experience for them and know what to improve about space, services and products for the partners. The webapp is created to drive and assist the guest from the booking process to the post-stay. It can be available both on computer or smartphone.

CHOOSE THE PLUGIN

Always through the webapp, before booking the room, the guest has the possibility to select ad reserve one of the available plugin for Room23.
A plugin is an extra room with a specific theme that is attached to Room23. It offers to the guest a more immersive and personalized experience.
Down here how it works and which plugins are available.

CONCRETE JUNGLE

• Working station
• Relax room
• Hangover room

BAREFOOT

• The outside inside
• Biophilic design
• Sand floor

PANORAMA

• Glass structure with camping kit
• Rain curtain
• Grass floor

Moreover, Room23 is a modular room. This means that can easily be moved and transported.
With Mor+ we wont to go further and in the future Room23 will be positionable even outside the city in more natural places.

BOOK EXPERIENCES

Once the plugin is booked the only thingh the guest has to do is reserving optional experiences to add to his stay.
We created nine personalized experiences that will help the guest to dive into the local culture and discover the territory.

All the experiences needed to be very local but applicable on a global scale.
With Mor+ we think globally in a local scale

The nine experiences where divided in three main groups: food, culture and laisure.
With the video you can get a taste of the experiences with Room23.

Thanks to:

Alejandra Orellana – especially for user journey and business models

Erick Reyes Alva De La Selva – especially for plugin development

Jesada Noenlop – especially for plugin development and rendering

Mariana González Vega – especially for concept creation and storytelling