Latino branding for La Ciruela Eléctrica
Rebranding and advertising campaign for the longest standing used record store in Tijuana, Mexico.
Latino branding for La Ciruela Eléctrica WITH AN INCREASED APPRECIATION FOR AUDIENCE NEEDS, designers are taking steps to better understand audience motivations and behaviors. Before sketching or designing, designers are seeking out audience insights by going on to view purchasing behaviors, as well as conducting visual audit analysis and equity asset research. They are asking audiences what the client brand and competitive brands mean to them. They are asking about the graphics, trying to understand what resonates with consumers. All along, they are looking for ways to ground the creative work by incorporating the consumer’s perspective into the process.
Latino branding for La Ciruela Eléctrica For the Hispanic market is at the heart of his business. Fitch is the founder of Minneapolis-base HISPANIC BRANDING, a leading branding and design agency dedicated to building brands that connect with Hispanic consumers. Their first step is always to understand the demographic. From there, they are able to determine not only the needs of the audiences they are but also the context and meaning the product or services. “We want to know what is the latest trend and what’s in their heads,” says Fitch. “That’s what our clients want. It’s more than making it look authentic or making it look Mexican… It’s ‘What is the next big thing?’”
UNO takes an ethnographic approach for much of its research. “If you don’t go out to the streets and ask, you won’t find it,” says Fitch. Fitch and his team conduct interviews and focus groups, and they even go to consumers’ houses to see how they live with and use the product. Sometimes the people they talk with even help UNO develop the product.
Latino branding for La Ciruela Eléctrica To better understand what will resonate with its target audience, UNO uses a visual and verbal collage method they call Pulling from their vast collection of books, magazines, and images related to Hispanic culture, they create mood boards that inspire and help the design team focus on the audience’s particular cultural language, based on their level of acculturation. acts as a reminder for the design team by helping them discover not only new things about audiences, but things they might have forgotten or things they were not aware of, and more importantly, things that they can combine with the U.S. culture.