Post on 21-Mar-2016
description
PORTFOLIO
2011ALEJANDRA.PIÑA.BOJÓRQUEZADVERTISING / BRANDING / DESIGN / VIDEO / PHOTOGRAPHY
A box may contain almost anything: belongings, dreams, promises, or ideas. The shape of the box may vary according to what it contains, but what is truly valuable is inside. This box is for an engagement ring, and what it contains is just as special. Opening this box represents a shared responsibility. It involves a mutual agreement that allows what is on the inside to shine and fulfill its purpose as it should: outside the box.
ABOUT MEMexico 26.08.82
English / Spanish
M.C. Strategic and Creative Direction of Advertising and Communication. (Master’s degree)Istituto Europeo di Design-IED, double degree program with Universitat de Barcelona-UB. Barcelona, Spain. June, 2009
B.A. Communication (Major in Media Communication)Tec de Monterrey, Campus Guadalajara. Mexico. Dec. 2004
Interests: New trends in communication & advertising / branding / media strategies / marketing / design / photography / social media & networks.
INDEX
ADVERTISING DESIGNPublic image building campaignPromotional materialCorporate image
PUBLICITY & ADVERTISINGBrand foundationStrategic & creative brandingPRCommunication concept buildingOnline campaignArt directionAdvertising photographyStrategic advantage Retail marketingMarketing planMedia planning
VIDEOPHOTOGRAPHY
Vario
us c
ompa
nies
. 200
9
alejandra.piña
PUBLICITY & ADVERTISING
Raimat Winery, Spain / BE-Beyond Education (education-Mexico)
-Strategic concept for the brand foundation
brand foundation
* Academic project
-CONCEPT DESIGNED FOR: RAIMAT winery, Spain-OBJECTIVE: To create a strategic concept for the brand -METHODOLOGY: Analysis of the company’s origin, competi-tive analysis, target’s personality, mission and values of the company. They were respresented in a mood board for a general view of the company. -PROPOSAL: “Tradition that evolves for perfection”-JUSTIFICATION: We came to the conclusion that the most remarkable aspect of this brand was their tradition and its years of experience.
-CONCEPT DESIGNED FOR: Agency of Study Abroad Programs-OBJECTIVE: Naming and strategic concept-METHODOLOGY: Analysis of the company’s origin, competitive and target’s analysis. A mission, values, and a personality were given to the brand, which were represented in a mood board for its visualization and comprehension. -NAMING PROPOSAL: BE-Beyond Education-STRATEGIC CONCEPT PROPOSAL: Unlimited knowledge-JUSTIFICATION: Explicit and very descriptive name. “Be” is a conditioning word; it suggests to be a specific type of person, and to look for something that goes beyond. It can also be a good element for further communication campaigns as it is very coherent with the strategic concept.
The
Osb
orne
Gro
up. S
pain
. 200
9
alejandra.piñaMaster’s thesis for The Osborne Group. Barcelona, Spain.-Public image, and communication strategy for wines and proscuitto ham ofThe Osborne Group (presented to the real client as an academic project).*M.C. Strategic and Creative Direction of Advertising and Communication
strategic & creative branding
* Academic project
-CONCEPT DESIGNED FOR: The Osborne Group-OBJECTIVES: Unifying umbrella brand that will bring together all of their wines / Public image strategy / Communica-tion strategy and marketing positioning for the pemium product of this group: prosciutto 5J.-METHODOLOGY: Analysis of the company, field interviews, competitive analysis, analysis of the products at retails stores, and consumers. Implementation of several strategic metod of publicity and advertsing. -PROPOSAL: Name for a unifying umbrella brand for wines / Slogan- SAGA de Osborne: Saber escoger (The art of choosing).Communication strategy for 5J: The pleasure we experience while preparing this product, is equivalent to the pleasure you experience while eating it. Ad claim for 5J: Is pleasure.
PUBLICITY & ADVERTISING
alejandra.piña-Marketing positoning through the planning of a promotional event.
PR
*Academic project
-CONCEPT DESIGNED FOR: Etnia Barce-lona (eyewear)-OBJECTIVES: Enhance and strengthen the brand / Marketing positioning.-METHODOLOGY: Analysis of the brand’s personality, and target. -PROPOSAL: Strategic concept - “OpticArte” (eyewear + art). Promo-tional planning for the opening event under this concept. -JUSTIFICATION: To open the first retail store in Barcelona that will be a modern eyewear store and also an art gallery; a space where new talents can express themselves. In this store, you can attend an art exhibition, find some nice glasses, identify yourself with them, and express your personality throught them. **The concept was applied to their current website: (http://www.etniabarcelona.com)
Etni
a Ba
rcel
ona.
Spa
in. 2
009
PUBLICITY & ADVERTISING
Gou
rmet
. Spa
in. 2
009
-Key concept to increase the brand’s knowledge and the consumption of this premium cat food.
communication concept building
-CONCEPT DESIGNED FOR: Etnia Barce-lona (eyewear)-OBJECTIVES: Enhance and strengthen the brand / Marketing positioning.-METHODOLOGY: Analysis of the brand’s personality, and target. -PROPOSAL: Strategic concept - “OpticArte” (eyewear + art). Promo-tional planning for the opening event under this concept. -JUSTIFICATION: To open the first retail store in Barcelona that will be a modern eyewear store and also an art gallery; a space where new talents can express themselves. In this store, you can attend an art exhibition, find some nice glasses, identify yourself with them, and express your personality throught them. **The concept was applied to their current website: (http://www.etniabarcelona.com)
* Academic project
-CONCEPT DESIGNED FOR: Gourmet (premium cat food)-OBJECTIVE: To develop a communication concept that will increase the knowledge of this brand and the consumption of this product. -METHODOLOGY: Analysis of the target, the desired action, benefits of the product, tone and style, and media awareness.-PROPOSAL: Key concept- They’re always by your side offering you their best, give them the best in return.
PUBLICITY & ADVERTISING
alejandra.piña
RIU
Hote
ls. S
pain
. 200
9
alejandra.piña
online campaign
-Online campaign to gain web notoriety and stimulate a purchase throughRIU’s website (ww.riu.com)
* Academic project
-CONCEPT DESIGNED FOR: RIU Hotels-OBJECTIVES: Get the potential clients to ask for the brand in travel agencies / Purchase through their website / Positioning the brand as top of mind to generate purchase intent. -METHODOLOGY: Analysis of the target, marketng positoning, key concept, benefits and “reason why”.-PROPOSAL: Insertion of banners under the concept of “ a well-deserved escape” on boring topics’ sites. Video interstitial on given websites under the concept of “tele-portation is now possible”. Having some key words, associated to the brand and key concept, changed for “RIU” as synonyms on Google. Website redesign.
PUBLICITY & ADVERTISING
Face
book
. Spa
in. 2
009
alejandra.piña-Creative campaign proposal for Facebook , under my original concept (loosely translated, it means Facebook is now your best friend because it brings the rest together. It keeps no secrets from you, is just a click away, and introduces you to new friends).
* Academic project
PUBLICITY & ADVERTISINGart direction
Vario
us. S
pain
. 200
9
alejandra.piña-Applied art direction to: key concept / design for alternative travel guide /creative references.
* Aacademic project
Ver MÁS
PUBLICITY & ADVERTISINGart direction
Won
derb
ra. S
pain
. 200
9
alejandra.piña-Creative campaign proposal for Wonderbra under my original concept:“I still think you are perfect” (3 art pieces).
* Academic project
PUBLICITY & ADVERTISINGadvertising photography
Viag
ra. S
pain
. 200
9
alejandra.piña
advertising photography
-Creative campaign proposal for Viagra (3 art pieces). * Academic project
PUBLICITY & ADVERTISING
Mad
onna
. Spa
in. 2
009
alejandra.piña
strategic advantage
-Strategic marketing proposal for Madonna that would enable her tomaintain her lifestyle with the same income level, despite the fact her Cdsales are declining every minute.
-CONCEPT DESIGNED FOR: Madonna (singer)-CHALLENGE / OBJECTIVE: To propose a strategy that would enable her to maintain her lifestyle with the same income level, despite the fact her CD sales are declining every minute. -METHODOLOGY: Analysis of her biography, trajectory, activi-ties in other fields, current situation, the way in which she obtains her money now,and reference market. Development of SWOT, BCG, and Ocean Blue strategy. -STRATEGIC PROPOSAL: performing promotional tours, online record sales without a fixed price (actual CDs should include a special boxset or something extra), co-branding with techonology companies (cell phone apps), her own clothing and accessories line in a “multi-place” store, and website; this “multi-place” store would include a restaurant with the macrobiotics diet that Madonna follows. Having an exclusive community in social networks (they’d have access to new material, as part of her magazine), and by the time she fulfills her contract with Live Nation, an honorable retirement is recommended while she is still a respected idol, to maintain her public image and marketing positioning.
* Academic project
PUBLICITY & ADVERTISING
The
Osb
orne
Gro
up. S
pain
. 200
9
alejandra.piña
retail marketing
-Promotion to increase retail sales of pâté, gain consumers’ loyalty, andattract new consumers.
-CONCEPT DESIGNED FOR: The Osborne Group-OBJECTIVES: To create a promotion to increase retail sales of pâté, that transforms the consumer from an impulsive to a rational pur-chase, reward their fidelity and attract new customers.-METHODOLOGY: Analysis of the product, target and moments of products' consumption.-PROPOSAL: 2 way action: reward points, and raffle for a lifetime 50% discount for restaurants within The Osborne Group. -JUSTIFICATION: Based on the fact that the pâté consumer is unfaithful, the reward points pro-motion will help them to make the purchase rationally. It is also a way to establish a consumer-brand relationship.
* Academic project
PUBLICITY & ADVERTISING
VO5.
Spa
in. 2
009
-Determine if it’s convenient to launch a new brand (VO5) in the market of gels and gel sprays in Spain.
marketing plan
-CONCEPTO DESIGNED FOR: VO5 (personal care)-OBJECTIVE: Marketing plan to determine if it’s convenient to launch a new brand (VO5) in Spain, in the market of gels and gel sprays.-METHODOLOGY: Internal and external analysis, SWOT, quantitative and qualitative objectives, market segmentation, marketing positioning, marketing mix, implementation and control.-PROPOSAL: The product line of gels and gel sprays “Extreme style. Break the mould” will be launched in Spain with a price of 1.74 € (main gel product). This product line and brand will not compete by price. Instead it’ll rely on its marketing positioning based on the innovation, quality and wide scope of its products’ portfolio. It will be distributed in the 3 main channels that are frequented by its target : per-fumeries, supermarkets, and shopping malls. Communication concept: Your world, your way.
* Academic project
PUBLICITY & ADVERTISING
alejandra.piña
Past
a Lu
ego.
Spa
in. 2
009
alejandra.piña
media planning
-Media planning proposal to achieve marketing goals (marketing positioning,profit margin, market share, brand loyalty, distribution channels, etc.)
-CONCEPT DESIGNED FOR: Pasta Luego (Italian grocery and fresh pasta maker)-OBECTIVE: To create a media plan to promote, give notoriety, and gain maketing positioning to achieve beneficial economic balance for the store. -METHODOLOGY: Analysis of the target, com-pany, and current market situation in Barcelona regarding these products.-PROPOSAL: 10% local coverage of the target market in Barcelona, with an average return rate of 3.5 per month. Media utilized: press (newspapers and magazines), radio,billboards, mupis, and internet.
* Academic project
PUBLICITY & ADVERTISING
Tec
de M
onte
rrey.
200
6
alejandra.piña
public image building campaign
-Creation & implementation of integrated campaign -Branding & promotional design
Office of International Affairs. Campus Guadalajara
ADVERTISING DESIGN
Tec
de M
onte
rrey.
200
7
alejandra.piñaOffice of International Affairs. Campus Guadalajara
-Implementation of corporate design to: t-shirts, slides, ID-credentials, wallpapers, web layouts, etc.
public image building campaignADVERTISING DESIGN
Tec
de M
onte
rrey.
200
6-20
08
alejandra.piña-Branding & promotional design
Office of International Affairs. Campus Guadalajara
public image building campaignADVERTISING DESIGN
Tec
de M
onte
rrey.
200
8
alejandra.piñaOffice of International Affairs. Campus Guadalajara
-Corporate image, and promotional material redesign
GuadalajaraSummerSummer
public image building campaignADVERTISING DESIGN
Tec
de M
onte
rrey.
200
8
alejandra.piñaOffice of International Affairs. Campus Guadalajara-Creation, development and supervision of a promotional brochure for the Campus (English version) Over 10,000 prints distributed worldwide as of 2010.-Editing, design, and photography.
http://www.gda.itesm.mx/ip/archivos/FolletoGDA-INT08-WEB.pdf
public image building campaign / editorial designADVERTISING DESIGN
AP
Empr
esar
ial.
2005
alejandra.piña-Branding & promotional design
AP Empresarial (Organizational Communication workshops)
ADVERTISING DESIGNpromotional material
-Diseño promocional (trípticos, pósters, flyers, separadores)
Past
a Lu
ego.
SPA
IN. 2
009
Italian grocery, and fresh pasta maker. Barcelona, España
-Photography-Branding & promotional design
ADVERTISING DESIGNpromotional material
alejandra.piña
Istit
uto
Euro
peo
di D
esig
n. 2
009
alejandra.piña
ADVERTISING DESIGN
Promotional material for European University (IED) in Mexico
promotional material
-Corporate design adaptation to local promotional material
Tec
de M
onte
rrey.
200
5
alejandra.piñaCentro Internacional de Casos -CIC (Case development centre). Guadalajara-Script / corporate image design-Production and post-production of the videos included on the CDs. -Planning and supervision of the entire CD production.
ADVERTISING DESIGNpromotional material / corporate image
BE-B
eyon
d Ed
ucat
ion.
200
9
alejandra.piña
ducationEB
-Branding / naming / logo / promotional material / t-shirts / social mediaMexican agency of study abroad programs
corporate imageADVERTISING DESIGN
Vario
us c
ompa
nies
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9-20
11
alejandra.piña
corporate image
Logo redesign for the Department of Customer ServicesTenneco, Belgium
ducationEB
Logo design. Agency of Study Abroad Programs
Business cards for optometrist Business cards for solar electric power services
ADVERTISING DESIGN
Vario
us. M
exic
o /
Spai
n. 2
003-
2009
alejandra.piña
VIDEO
-The Osborne Group. Spain, 2009-Promotional spot for “Saga”, a master’s thesis proposal for the unifying umbrellabrand for The Osborne Group’s wines. -Original idea/ script / direction / production / post-production
-A-la-Café. Spain, 2009-Promotional spot.“A-la Café”(Academic Advertising Agency).Master's thesis project.-Original idea / script / storyboard /direction / production / post-production
-ONI (Organismo de Nutrición Infantil). Mexico, 2003-Promotional spot. ONI(Nutrition for Children Organization): “Extiende un donativo y ayúdalos”(help by donating).-Original idea/ script / direction / production / post-production
-Mariachi. Mexico, 2004-Documentary “Mariachi: The Song of Mexico” (English).In collaboration with Mount Royal University, Canada.-Script/ direction / photography / post-production
* Academic project
* Academic project
* Academic project
* Academic project
alejandra.piña
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