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Publication
Análise das estratégias de comunicação nas marcas: estágio curricular na Bastarda
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| 4.55 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Este trabalho tem como objetivo analisar as estratégias de comunicação visual aplicadas por marcas no ambiente digital, com enfoque no estágio realizado na agência Bastarda, no âmbito do Mestrado em Produção para Média Digitais. Durante este período, foi possível trabalhar em projetos reais para diversos clientes, desenvolvendo competências em áreas como criação de conteúdos visuais, edição de fotografias e vídeos e newsletters.
O estágio visou aprofundar os conhecimentos teóricos e práticos adquiridos durante a formação académica, complementados pela experiência de trabalhar em equipa com profissionais experientes. Esta experiência proporcionou uma visão ampla das práticas e desafios do mercado de comunicação visual.
Entre os projetos desenvolvidos, destacam-se trabalhos de identidade visual, campanhas publicitárias e estratégias interação digital, adaptadas às necessidades de diferentes clientes. Através de escolhas de design, como cores, tipografia e layout, os projetos procuram criar mensagens visuais eficazes, alinhadas aos objetivos das marcas e às preferências do público-alvo.Adicionalmente, o trabalho inclui uma investigação teórica baseada em vários autores na área de comunicação corporativa, perceção de marca, branding comunicação digital e social media e design e comunicação visual. Em suma, esta abordagem combinou prática e teoria, permitindo refletir sobre o impacto das estratégias visuais na perceção e comportamento dos utilizadores. O estágio revelou-se uma oportunidade enriquecedora para compreender as dinâmicas do mercado, adquirir novas competências e consolidar conhecimentos, contribuindo para a preparação de futuras oportunidades profissionais nesta área.
Abstract: This research aims to analyze the visual communication strategies employed by brands in the digital environment, with a focus on the internship carried out at the Bastarda agency as part of the Master’s program in Digital Media Production. During this period, I had the opportunity to work on real projects for various clients, developing skills in areas such as visual content creation, photo and video editing, and newsletters. The internship aimed to deepen both theoretical and practical knowledge acquired during the academic training, complemented by the experience of collaborating with seasoned professionals. This opportunity provided a comprehensive view of the practices and challenges of the visual communication market. Among the projects developed, highlights include work on visual identity, advertising campaigns, and digital interaction strategies tailored to the needs of different clients. Through design choices such as colors, typography, and layout, the projects aimed to create effective visual messages aligned with the brands' objectives and the preferences of their target audiences. Additionally, the work includes theoretical research based on various authors in the fields of corporate communication, brand perception, branding, digital communication, social media, and visual communication design. In summary, this approach combined practice and theory, enabling reflection on the impact of visual strategies on user perception and behavior. The internship proved to be an enriching experience, offering valuable insights into market dynamics, fostering the acquisition of new skills, and consolidating knowledge, thereby preparing me for future professional opportunities in this field.
Abstract: This research aims to analyze the visual communication strategies employed by brands in the digital environment, with a focus on the internship carried out at the Bastarda agency as part of the Master’s program in Digital Media Production. During this period, I had the opportunity to work on real projects for various clients, developing skills in areas such as visual content creation, photo and video editing, and newsletters. The internship aimed to deepen both theoretical and practical knowledge acquired during the academic training, complemented by the experience of collaborating with seasoned professionals. This opportunity provided a comprehensive view of the practices and challenges of the visual communication market. Among the projects developed, highlights include work on visual identity, advertising campaigns, and digital interaction strategies tailored to the needs of different clients. Through design choices such as colors, typography, and layout, the projects aimed to create effective visual messages aligned with the brands' objectives and the preferences of their target audiences. Additionally, the work includes theoretical research based on various authors in the fields of corporate communication, brand perception, branding, digital communication, social media, and visual communication design. In summary, this approach combined practice and theory, enabling reflection on the impact of visual strategies on user perception and behavior. The internship proved to be an enriching experience, offering valuable insights into market dynamics, fostering the acquisition of new skills, and consolidating knowledge, thereby preparing me for future professional opportunities in this field.
Description
Relatório de Estágio apresentado à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Produção para Média Digitais.
Keywords
Comunicação visual Identidade de marca Estratégias digitais Perceção do utilizador Visual communication Brand identity Digital strategies User perception