Diseño de identidad visual y estrategías de comunicación para la consolidación de la marca ecuatoriana de moda urbana QHAOS

Abstract

This degree project develops the creation of the Ecuadorian urban fashion brand QHAOS, which emerges as a proposal that combines creativity, culture, and design to strengthen the presence of Ecuadorian streetwear in the current context. The brand represents the union between the country's biodiversity and cultural identity with the current aesthetics of urban fashion, expressing itself through its symbols, colors, and shapes. The main objective of the project was to integrate various elements of multimedia design for the creation and positioning of the brand, articulating visual, multimedia, and digital resources that strengthen its identity in digital environments. A qualitative methodology of an exploratory and interpretive nature was applied, allowing for an understanding of the symbolic meanings that young people in Quito interpret as urban fashion and cultural identity. Fifty surveys were conducted, and participant observation techniques were used to identify aesthetic tastes linked to the feelings and emotions of the audience. This resulted in the creation of the QHAOS brand, along with its corporate identity, urban clothing launch collection, and website. In conclusion, the project succeeded in translating a proposal into a multimedia project, turning it into a means of cultural expression. It demonstrates that Ecuadorian biodiversity serves as a link between design, culture, and inspiration for urban fashion, acting as a reference and guide for future Ecuadorian brands seeking to excel in the domestic market.