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Title: STUDIO: la agencia de branding especulativo del 2090
Author: Marquina Alvis, Vanessa Nicole
Tutor: Foglia, Efraín  
Abstract: We are in the year 2090, Valencian society lives with numerous and extreme environmental and social problems as a result of climate change. Faced with this situation people choose to relate only virtually, where these worlds are much more 'attractive' than the real one; making us dependent on technology and causing physical socialization between people to decline. This project is presented as a critical view of a current society unconcerned about the environmental crisis that affects all of humanity. Therefore, the context is placed in a possible future where a speculative reality is collapsed by ecological and technological problems. From this arises the interest in predicting future trends that will be followed when creating a brand in 2090. Experimenting and speculating on future benchmarks that will be key when creating brands in a possible future scenario. In this way we expose a new concept called: speculative branding. In the course of this project we have carried out exploratory and experimental studies thanks to theories exposed by experts in speculative design such as Dunne & Rabby, as well as we have investigated and put into practice new ideas such as dematerialization in typography or the study of flexible visual systems.
Keywords: climate change
flexible systems
speculative design
speculative branding
Document type: info:eu-repo/semantics/masterThesis
Issue Date: Jun-2021
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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