Design estratégico e branding para a renovação da identidade visual do Festival Férias na PI

Abstract

This paper aims to demonstrate how design, specifically strategic design within the context of branding, can be applied to revitalize the visual identity of the Festival Férias na PI. The research investigates how strategic design can enhance the festival's image and identity by creating a differentiated and appealing value proposition for its target audience. During the study's development, it was essential to theoretically underpin the concepts of design, strategic design, and branding. The methodology employed is based on the brand-building principles outlined by David Aaker (1996) in his book Building Strong Brands, along with the methodological perspective presented by Alina Wheeler (2008) in Designing Brand Identity. Furthermore, comparative analyses of similar festivals within the cultural context were conducted to identify relevant characteristics that should be incorporated into the final product. The objective is to create a renewed visual identity that not only highlights the festival in the local scene but also reinforces its image as a unique and significant cultural event, thereby strengthening its brand in the market.