PRIETO I DESIGNS
CAJAS Y CORRUGADOS PARA EMPAQUE S.A DE C.V.
MARKETING STRATEGY & DIGITAL IMAGE PROJECT
Cajas y Corrugados S.A. de C.V. is a brand specialising in cardboard-made packaging solutions for corporate clients.
They hired me to re-design their digital presence as their social media was dormant and their website wasn't attracting the right clients.
In this section, I will walk you through the marketing research and strategy stages and how they lead me to their new website design and social media presence design.
TYPOGRAPHY
Titles
Eras Medium ITC
Eras is the font the brand has had since 2006, it is unique to them, and they wanted to keep it.
Secondary titles
FUTURA
Futura is a classic sans serif. Its vertical straightness makes it the perfect contrast with eras. Futura is light, clean and minimal. In this case, the kerning is set to 0.1, and the font is bold. Perfect for the corporate audience
Main text
Futura Light
As with the colours, minimalist typography helps create a concrete and recognisable brand. Futura light is different enough to establish text hierarchy without making the brand assets unnecessarily busy.
#1A3F3A
#FA6500
Royal blue is the brand's primary colour because it symbolises power and professionalism.
I chose to keep the orange in the original branding because it was a colour that the brand already identified as theirs. However, I adjusted it into a pure hue to give this feeling of potency and uniqueness.
The brand's minimalist colour palette creates a strong sense of identity. This is a strategy used for brands made for corporate purposes, such as banks. The colour palette allows the brand's assets to be recognizable without the logo. White is added to the palette to make it more flexible.
COLOUR PALETTE
Visual Guide
SECONDARY LOGOTYPES
SYMBOL LOGOTYPE
PRIMARY LOGOTYPE
PLANNING AND WIREFRAMING
WEBSITE DESIGN
CREATING ORIGINAL ARTWORK AND PHOTOGRAPHY
CYCESA wanted a very youthful and original image so we decided we wanted to have handmade artwork and original photography for the site. I created 40+ pieces of artwork for the website.
1
MARKETING RESEARCH
It is a crucial first step to see where the brand stands within its market. I look at the competitors of the same scale and the more prominent corporations. I use marketing research tools to see how we can improve our SEO and understand what direction to move.
2
DEFINING THE
CONSUMER PERSONA
Understanding who we are marketing for. For CYCESA, we defined our consumer persona as corporations of 50-1000 employees that produce physical goods, and we want to sell to people interested in packaging solutions produced in bulk.
3
UNDERSTANDING THE
UNIQUE SELLING POINT
Understanding what makes your product or service unique is essential. In the case of CYCESA, it isn't so much the product but the service they provide since they have a complete team from design to quality control. Their unique selling point is CONVENIENCE and COMPLETE PERSONALIZATION
6
PLANNING A
SOCIAL MEDIA
STRATEGY
The social media strategy is created from marketing research, we set clear goals we want to achieve, and then we make a calendar and plan: frequency of posts, subject of posts, campaigns and how to measure success.
4
CREATING A
VISUAL GUIDE
The guide includes The logo, the colour palette, the typography and the brand's visual style. This is what makes your brand recognisable in any format.
5
CREATING A
WEBSITE
A website in the digital world is the home of your business. It is crucial for any brand to have a fully functioning website with a great user experience as it reflects on the quality of your products and can make or break a sale. The website should reflect the personality of the brand and inform and convince the consumer.