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ABOUT ME. MY THOUGHTS ABOUT LIFE AND DESIGN.
DESIGN MANIFESTO MY FEELINGS ABOUT DESIGN AND ITS FUNCTION IN LIFE.
PROJECT DIARY AN INTRODUCTION ABOUT MY RELEVANT PROJECTS.
DESIGN & EMOTIONS P1. RESILIENCE
DESIGN & LUXURY P2. ÚMPALA P3. A WOMAN FOR A FLOWER
DESIGN & CULTURE P4. LESS MEAT, MORE LIFE.
DESIGN & STRATEGY P5. VITAL.
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CONT
ABOUT ME. JULIANA SILVA CORTÉS
Creative, strategic and passionate designer
I'm an intrepid, curious and analytical woman, passionate for knowing and interacting with different cultures. I deďŹ ne myself as cultural designer, my work focus is creating strategies for human experience and satisfaction, fascinated with luxury brands and the way they educate communities. During my years of work as a designer I learned to develop my creativity and open my boundaries. I love to challenge myself, going out of my comfort zone and achieving to do everything I propose as best as I can.
DESIGN MANIFESTO ; Design is a path that can lead us everywhere, a tool for creating Creativity may take us to understand the society we live in, educate our people, and satisfying their needs in the
AWESOMENESS. BEST WAY, SO.. Find new ways, think in others, challenge yourself, be original, inspire people, and put the heart in every work you do! At the end, that's the real value of a designer, creating what others can't.
You’re about to see relevant projects I designed for different users or clients. What's most important about them is the methodologies their are based on: Human centered design and design thinking. All the projects had the end to beneďŹ t or educate the community they were created for.
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P1. Resilience
Can we think in death as a possitive experience? In most Western cultures, death is considered as a dark, sad and harsh experience. Humans have been responsible for transforming this issue into a Taboo, they have shielded themselves and assumed this fact in a painful way. But what would happen if we tried to rethink death? if we skip cultural norms and through design we teach people to embrace death as a positive moment?
In this scenario the role of design becomes fundamental, it is used as a transformative and educational tool. We use creative routes and new ways to get people out of the fear of death, we grasp the complexity of the issue and try to address it in the most effective way possible, we focus in creating resilient people.
P1. Resilience
THE PROJECT. RESILIENCE From a detailed investigation of the death and its understanding, the factors that affect its comprehension and assimilation were identiďŹ ed, this in order to intervene and change the perception of death from negative to positive. In this project, the death was taken from an foreign point of view, emphasizing those people who were preparing for a death of someone close to them. The goal of the project was to create resilient beings prepared to face future duels in the best way possible, by creating an experience based on therapeutic method. The project was carried out following the positive and emotional design models, which seek to create experiences and use emotions as triggers in order to obtain positive memories. During the development four stages were carried out: discover, interpret, delimit and propose.
P1. Resilience
DISCOVER The ďŹ rst stage consisted in carrying out a deep investigation about death, its history and the reason for the tragic and negative connotation in Western culture. In addition, we sought to understand to what extent it affected the culture and experiences of the human being at the time of forming a concrete concept about the experience of the death of a loved one or death itself.
RESEARCH AND FACTS; Hereditary Fear In western culture death was not always as terrifying as we consider it now a days. That fearing came with religion and it pass generation through generation. The importance of culture and self experience Traditions, heritage, and the codes that humans learn, end up educating and ruling their behavior, but it's clear that the environment in which we grow also has a fundamental role. For example, going to school and being educated as a catholic, but then going to college and meeting a hinduist change our way of perception. That's why we say that humans acts like sponges, we absorb everything from our environment and then analyse and asimilate for creating our own point of view. Photo by Joung Hyunjin on Unsplash
The creation of the concept of death Someone who has never live a close death experience (from its own or someone close to) its supposed to not know how to feel or how they will feel when the moment arrives, but because of the experience of others and what they says it feels like, humans create negative expectations or prejudices and usually that predisposition creates and aweful experience when someone close to them dies.
P1. Resilience
Subjects: For whom is it? Photo by Yoann Boyer on Unsplash
The project was carried out hand in hand with the Situtuava foundation, which is responsible for treating patients in palliative care and their families in preparation for the patient's grief and departure. Dr. Santiago Rojas, a doctor specialized in grief, was in charge of supervising the interaction with patients.
Photo by Cassidy Kelley on Unsplash
Photo by Oscar Keys on Unsplash
Photo by Samuel Zeller on Unsplash
Photo by Beth Solano on Unsplash
As it was such a broad subject and with so many stages, an analysis of the different stages of duels that the patient's family had live, was carried out. It was decided to intervene in the pre-duel, that is, the stage that is lived a few months before the patient dies and when it is more difďŹ cult to generate farewell and detachment. The principal subjects in this project were people who had never live an experience close to death and that were close to living a duel. As the aforementioned investigation suggests, these users didn't have a clear concept of death. To decipher their thoughts about it we use different tools such as y on the wall, interviews, cartography and storytelling. As we expected they were afraid and had negatives thoughts because of what they had hear from others or what they had learned through their life. The concept of death was terrifying because they didn't have clarity about what can happen when someone die.
P1. Resilience
INTERPRET During this stage, the ďŹ ndings and insights found during the investigation were analyzed. In addition, the concept and the stages that were developed to give value to the project were developed.
CONCEPTS Understanding death for accepting it There is a process of abstraction based on cultural codes, the experiences we live and the beliefs we acquire throughout life; This process of abstraction results in concepts that take on a positive or negative connotation and directly affect the way in which we feel, appropriate and internalize the fact of living a death of a close being. ResigniďŹ cation If it is understood in general that from what we understand we live, it is necessary that this abstraction be done in a positive way. However, as it was seen throughout the investigation, the concept is directly affected by culture and codes. To resignify the concepts it is necessary to have positive experiences with the fact and make them strong enough to achieve an impact so that the transitory evil transforms into good. Emotions and destigns as detonating It seeks to make use of positive design as a trigger for emotions in experiences. This in order to achieve memorable events that achieve the transformation of experiences and likewise the resigniďŹ cation of concepts.
Clarify perceptions to transform experiences The question that surged at this point was, how I can help them to clarify their concept of death so they can be relieved?
P1. Resilience
P1. Resilience
P1. Resilience
PROPOSE The last stage is responsible for defining the solution and its components. Solution Proposition Through a design experience that exalts the senses, facilitates the expression and can be implemented as a therapeutic method, the user is expected to achieve the processes of abstraction, internalization and recordation in order to complete the preparation process of grieve and generate tools for future experiences.
What its to be resilient? "Ability to face the adversities of life, transform pain into a driving force to overcome and emerge strengthened from them. A resilient person understands that he is the architect of his own joy and destiny” . A resilient person is the one who gets tools to face adversity, to make something good from bad.
Experience design ts compose by three stages: Abstract and resignify: the user identifies and clarifies his thoughts about death.
Internalize and detach: the user accepts his belief about death and initiates a farewell process with the traveler (person who is going to die).
Retain and Remember: the user is expected to resume all the positive learning that he had in the stages of preparation for the duel and to re-activate them at the time of assuming it again.
P1. Resilience
Design and implementation How it works? Resilience is a therapeutic method based on art therapy and sensory memory. It is responsible for bringing emotions to their highest peaks to evoke sensations that impact users to a large extent. The therapeutic method is performed individually or accompanied by a specialized psychologist. The kit contains: guide cards, bitacora and essences. The process guides the user through a series of activities that allow self-knowledge, expression, and farewell with the person who will die through disengagement activities and joint work. In the end, when your loved one dies, users develop an essence that they use for the process of disengagement.
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P2. Ăšmpala
Can we create luxury industries in a country where the political sphere reigns? Being a developing country, Colombia needs luxury industries to create business platforms and stronger foreign investment. However, the emergence of this sector has not occurred in the most organic way and this is because in the social functioning of Colombia political relations prevail to social. By prioritizing the political ďŹ eld and having such a private and closed circle, there are very few ventures that manage to stand out in the environment. But one way or another we can ask ourselves if the design could become that strategist with new innovative and creative solutions could open space to this new luxury market? In this project design change its role and explodes the most analytical and creative way in function of opening new gaps for market.
P2. Ăšmpala
THE PROJECT. ĂšMPALA It was characterized for being mostly a research project. During the realization of it, the emphasis was placed on understanding the luxury platform in Colombia. Several questions arose, such as: what is needed to create local luxury industries? What is the role of the media in the platform? What potential markets are there to develop the industry? By solving all these questions, the result was the creation of a luxury coffee brand whose strategy was its positioning through political lobbying. As a methodology, the project was divided into two instances, research and development of the brand.
P2. Úmpala
RESEARCH During the research stage, the luxury platform in Colombia was understood, the current state of the platform, its main actors, the role of the media and its functioning and, finally, the role of the political lobby. Everything explained below.
What they obtein? cultural capital
social capital
THE LUXURY INDUSTRY IN COLOMBIA In Colombia, different potential sectors have been exploited to be part of the luxury industry, such as: coffee, cocoa, fashion and textiles, and leather. Each of them has had ventures focused on taking the market to a new range, however the development of this platform has been frustrated and it can be said that the country has currently highlighted with premium brands, not luxury markets.
Accepted economic capital
symbolic capital
- social agenda - media of common diffusion // - establishment of the place / agenda / etc.
polytic capital
Who decide?
Aspiring to be part of the luxury industries
who? (raw material)
People in the field _ studies _ networking _ social media _ lineage
Students Potencial designera
intelectual capital Criteria
_ lineage _ know-how _ adquired talent _ trends to be
talent
validation of people who decide
Who Whom? what?
Throughout this research, a diagnosis of the current luxury platform and the influence of the media on it were made:
pre staging
other people institutions media (competition, etc.)
P2. Ăšmpala
magazines
Intelectual
specific audience
social media
specific audience
Enterteinment
specific audience
News paper (sections)
formal
staging city
TV
Intelectual
specific audience
social media
specific audience
Enterteinment
specific audience
recognition and authority
place
allows
content validation
exteriorizers
specific audience
journalist pages guests
who validates? to whom? why they can validate? what capitals do they own? - cultural - social - linage
historic moment
informal
audience
internet specific audience
Redes sociales: (FB, Twitter, Instagram, Youtube, Vimeo, blogs, etc)
POP
voice to voice
tangible
intensified referenced
specific audience
intensified personal
specific audience
*AUDIENCE: social / cultural / linage/ also validates
The importance of politicians In the Colombian luxury platform, the personalities that make up politics play a fundamental role. Being a country with such a history of political games, the elite is in that speciďŹ c social circle. Most luxury markets manage to develop through a political leader, a personality with authority who can get involved in the issue.
P2. Ăšmpala
CREATIVE PROCESS THE PRODUCT In order to carry out the development of this project, sectors with great potential to create a luxury brand were taken into account. Coffee was determined as a agship product due to its history and legacy in the country, recognition at a global level, artisan production and the quality that characterizes it.
THE BRAND VALUE followed by this, a brand study was carried out in which emphasis was placed on creating a clean brand that would enhance its production and quality. The objective of this luxury coffee was to position Colombia with the best coffee in terms of quality worldwide. For the creation of the brand, we worked with artisans and coffee producers in Santander, a department of Colombia that stands out for having one of the highest qualities in the production of coffee beans. The objective set with these people was to highlight the value of artisanal production, the history of each of them, the countryside and above all, coffee. To bring the coffee to the big leagues it was necessary to propose a strategy that will involve the aforementioned in the investigation.
Scenario The political lobby is proposed as the main scenario since it is the moment where the most powerful people in the country meet to decide the future of it, our coffee proposed to be the perfect ally in such an environment. Beyond coffee as a product, an experience was raised, drinking coffee should be a complete event, it was taken into account from the place, its disposition, events, guests, and functionality.
P2. Úmpala
Úmpala Úmpala is the brand we proposed. It was given this name because it had as its main meaning "the coffee of the gods". Drinking our coffee was more than the product, when drinking Úmpala people consumed history, quality of the purest, effort of handcrafted hands, exclusivity and unique flavors in each sip. For the logo was considered a clean but imposing aesthetics that communicated the real essence of coffee.
ÚMPALA
ÚMPALA
ÚMPALA
Photo by Daniel Ruswick on Unsplash
The Gods Taste In order to communicate the desired message to the audience, Úmpala designed different launch events, the process was divided into three stages:
Photo by Alexandra Gorn on Unsplash
Photo by Nathan Dumlao on Unsplash
Photo by Isaac Benhesed on Unsplash
1. The coffee atelier: during this process the five most influential politicians were taken to a visit to the coffee fields, during this process they were able to interact with the farmers, learn about the process and understand the quality of each one of the grains that consumed. 2. A coffee for each god: as a second stage of the launch, the five ambassadors and their friends were invited to a coffee tasting. During the event, the different types of Úmpala coffee were categorized and it was built in the way of pairing the coffee . 3. Úmpala at the Olympus, Úmpala the coffee of the gods: To give the exclusive connotation, a private café is created in which the political lobby will take place. A sober and exclusive place, behind closed doors would work from that moment for our great guests. Simulating the environment of the political lobby our café became the perfect scenario for their business and talks.
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P3. A woman for a ower
ÂżCan luxury industry help in a conscious development? Popularly, luxury industries co-opt away from sustainable causes or social responsibility. However it is impossible to think that one of the markets with greater economic boom does not have within its priorities to take responsibility for causes that affect us all in our daily life. The luxury industry is responsible for creating culture and educating its consumers through its brands, the codes, messages and behavior patterns pass to our society in a simple way and are converted into lifestyles. That is why we seek to enhance the role of design in this development of culture, and demonstrate how our discipline takes on great importance through creative strategies
In this case, design takes on the role of conscience, we wanted to show how, from a creative point of view, responsibility can be created around a topic that currently affects almost 60% of the female population.
P3. A woman for a flower
THE PROJECT. A WOMAN FOR A FLOWER This project was focused on a strategy to converge design and social responsibility, specifically to create awareness around breast cancer. The emphasis was placed on highlighting the union between a luxury industry and design as educators of a specific public. The project started by establishing a link with the women of the league against cancer, then proceeded to carry out the fieldwork, get to know the environment, understand the cause, their insights and finally propose a solution with roses Don Eloy as a great ally.
P3. A woman for a flower
League against cancer The league against cancer is an entity that is responsible for raising awareness among the Colombian population about cancer, and supporting the fight against it in the country. This entity is responsible for promoting the protection, prevention and early detection of cancer.
Photo by Suhyeon Choi on Unsplash
During the development of this project we focused on the investigation of breast cancer due to the great impact it has on Colombian women: • It is the most common cancer among colombian women.
Photo by Pete Bellis on Unsplash
• It is the leading cause of death from cancer in women between 15 and 54 years and the second cause in women of all ages. • Each year, more than 8,686 women develop breast cancer and approximately 2,649 die from it. • It is estimated that 1 in 17 women can develop the disease during their life.
Photo by ian dooley on Unsplash
• The probability of dying from breast cancer is approximately 1 in 50 Breast cancer mortality rates have more than doubled in the last 30 years in the country. To get into the subject we were in direct contact with women victims of this disease; We got first-hand information about the big problems that come with it and the actions that are currently being taken to help them. However, throughout this process we could note that one of the major causes of breast cancer is misinformation about the subject and women's lack of awareness of it.
Photo by sydney Rae on Unsplash
P3. A woman for a flower
The insights and concepts From the results obtained in the field work we could find that the great problems of this disease are found in two main branches:
1. The lack of knowledge and importance given to the subject. 2. The lack of accompaniment for women victims of the disease. In spite of this, in recent years different campaigns have been carried out to educate and raise awareness about the issue, solidarity marches to obtain donations, and calls have been made to major brands to viralize the cause. However, the desired impact has not been obtained.
Photo by Mira Bozhko on Unsplash
P3. A woman for a ower
In order to reach as many people as possible, we look for a brand of national owers that will function as aspirational objects. So, we made an alliance with roses Don Eloy.
Photo by Mira Bozhko on Unsplash
P3. A woman for a ower
P3. A woman for a flower
Solution Proposal A woman for a flower In unity with the women of the league against cancer and roses Don Eloy we created keychains built with flowers immortalized with chemical processes. Subsequently, a communication strategy was created in which the information about breast cancer prevails, the way of doing the self-examination and where to go in case of doubts.
#Awomanforaflower
When the women approached to Don Eloy stores they could buy the key chain that came along with a thank you card signed by one of the victims and the copy "A woman for a flower", In addition to taking a luxury keychain created with flowers and processes of the best quality clients would be contributing and educating themselves about
P4. Less meat, more life
Are we able to create new habits to help the environment? Global warming, environmental pollution and the deterioration of the earth are issues that concern us all. That is why ignoring the causes that have led us to live in this way will only generate a greater evil in the long term. Being aware, educating ourselves and above all contributing to the cause should be a priority for all the inhabitants of the planet earth.
The design as a tool of culture has the responsibility to take part in this matter as well; in this case we decided to intervene in human action and demonstrate how this discipline can also help us to create habits.
P4. Less meat, more life
THE PROJECT. LESS MEAT, MORE LIFE In order to ďŹ nd a solution to the pollution generated by livestock, the deterioration of the planet earth and health of the human being, a friendly and creative strategy is proposed by means of which meat consumption could be reduced without reaching vegetarianism total. Normally for the human being to create habits is one of the most complicated things, that is why we propose an aid to be more conscious, healthier and more persistent. Reducetarians is a project that is responsible for helping its users to create healthy habits around reducing meat consumption without doing it in a shocking way.
P3. A woman for a ower
CONTEXT We currently live in a world with a large percentage of pollution and that with our continuous activities we increase it. If we want to conserve the planet, its species and especially human life, it is necessary to change our habits, the way of acting and thinking. The largest carbon footprint we currently ďŹ nd becomes from livestock. The number of four-legged cattle inhabiting the Earth has increased 38% since 1961; At this moment more than 4.300 million individuals are counted. While it takes 550 liters of water to produce enough our needed in a ration of bread in industrialized countries, 7,000 liters of water are needed to produce only 100 grams of beef. To produce the 225 g of meat that we consume in developed countries, 25,000 liters of water are needed. This is a problem that concerns us all, as it not only affects global warming but also affects water consumption. Taking Actions Being aware of this great problem, we decided to delve into the subject and investigate in depth what we should do to change the current situation of the planet. We found that the consumption of meat should be cut by 50% to stop deforestation to grow forages and stop the increasing emissions of greenhouse gases generated in the livestock sector. We investigate how vegetarians lived, in order to teach people to create habits of not eating meat. However, we realized that leading a vegetarian life is not possible for everyone and that even for these people it is complicated many times.
P3. A woman for a flower
The insights and concepts Reducetarians, something it's better than nothing Thanks to the aforementioned, we investigate the existing currents and found the reducetarianism. It is a new food trend which is based on reducing the consumption of meat and dairy products in the daily diet of people, but not leaving them altogether. The Reductarians are people who seek to generate benefits in their health and the environment by lowering CO2 levels through conscious consumption. These people do not seek to stop eating meat drastically, but reduce their consumption of food from animals and also be aware of where the food comes from, that is, knowing the origin and production chain of their food.
“In a few words: it's not all-or-nothing. We celebrate the small changes in personal behavior that collectively result in a significant difference in the world.” BRIAN KATEMAN Photo by Brooke Lark on Unsplash
P4. Less meat, more life
VALUE PROPOSAL The value would be reflected in three specific fields: health, environment, and conscious consumption. Health: By eating foods from a better source, we ensure a better quality of life and a healthier lifestyle, which will create a stronger organism and an infallible immune system. Environment: We would reduce the CO2 footprint emitted by livestock, we would recover land lost by waste, we would minimize water consumption worldwide, we would avoid crises of food and water, we would recover the oceans (reefs) lost by the waste of the won, and we would also avoid the suffering of millions of animals raised in cubicles. Conscious consumption: by consciously choosing what we ingest we not only mitigate the damage to our body, but the environment and the economy, we can contribute to the development of the farmers and also avoid the suffering of thousands of animals.
P4. Less meat, more life
Solution Proposal Reducetarians Reducetarians was a communication project presented as a series of books and a 30-day challenge. The kit was composed of an instruction manual, a welcome letter, a recipe book and a calendar.
Through this project, it would be possible to reforest and recover more than 100,000 contaminated hectares.
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P5. Vital
can we generate value from the imperceptible? A very important aspect when designing a project is cyclical and systematic thinking. That is why in the discipline learning to identify untapped opportunities and innovation gaps becomes fundamental. Many times within the same business model there are gaps that have not yet been noticed or opportunities that have not been exploited correctly. It is the responsibility of the designer to provide creative solutions that cultivate economic, social and cultural capital.
P5. Vital
THE PROJECT. VITAL The purpose of this project is to generate a brand strategy for Alpina through the analysis of the business model and the brand portfolio. From this, an analysis of the principles of the brand and its objective users is generated. There are opportunities that have been missed by the brand and that may be potential for the business, therefore a new branch of products is proposed focused on the welfare of its users who lead a healthier lifestyle consciously or unconsciously.
P5. Vital
CONTEXT
TRENDS Lives the time passes very fast and we live very busy what generates that we adopt different roles at the same time. Anchoring It is a trend that is based on retaking organic products, in reconnecting with our roots. Small Indulgences People every day worry more about their health and what they consume however it is proven that when small luxuries or small pleasures can be given their consistency and motivation increases considerably. Being Alive it is a tendency that focuses on the human being to maintain a more long-lived, pleasant and healthy life. All the above-mentioned tendencies focus on generating a lifestyle of balance and balance for the people who practice it.
Alpina is a Colombian multinational company that produces dairy-based foods.The company has focused on the generation of innovation, new concepts and applicable knowledge for the aggregation of value to products and processes throughout the value chain, both in Colombia and in the countries where Alpina operates. Alpina has a wide range of products, however after doing a great analysis of the brand we could see that they have a gap in terms of new trends of healthy users. For this project we consulted new trends in order to know where the market is going and to which users we should direct it.
P5. Vital
Creative Process THE CONCEPT To promote this healthy lifestyle, we propose to create the Vital concept. This concept alludes to a healthy lifestyle that beyond a physical aspect consists in the balance between mind, soul and body.
THE BRAND VALUE Generate value from taking advantage of the liquidity of the observed trends and adapt them to the context, generating culture around a lifestyle created for users. On the other hand, it seeks to position Alpina in the top of mind of users as a leading trademark in this ďŹ eld of the market. to make people aware of the value of their lifestyle, understood as the practices that lead to a balanced way of living, as well to promote and support them during the growth process.
P5. Vital
Solution Proposal Vital Taking into account the ďŹ ndings found, it is proposed to draw a new line of products focused on body, soul and mind. Likewise, a graphic line is proposed that encourages users to purchase products for their healthy life. However, it is important to bear in mind that Alpina as a brand is responsible not only for selling its products but also for the ideals behind them. For this reason, we plan a complete launch process in which Alpina phase to phase will involve its users with the new product line. Alpine Day we will invite different Alpina users to live this healthy lifestyle and that they are interested in promoting it, so that they know the line of products they are offered an Alpine day that encourages a balanced lifestyle. Body. Outdoor activities that promote growth and physical health are proposed. In this case it is alluded to yoga classes and ecological walks. Mind. In order to calm the mind, we seek to offer users meditation activities and breathing techniques. Soul. Sharing, sharing is happiness and enjoyment. For this reason we plan activities so that at the end of the day our users share.
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Design is so simple. That’s why it’s so
COMPLICATED. Paul Rand