Academic connection through brand design and visual communication in agricultural associations of pichincha

Abstract

This article presents a comprehensive methodological proposal aimed at brand design and strategic brand management, using as a case study the academic outreach project between the University and the agricultural associations registered under the Decentralized Autonomous Government of Pichincha, distributed across its eight cantons. The proposed methodological approach is based on the active participation of graphic designers in collaborative processes with local communities, generating spaces for knowledge exchange, co-creation, and capacity building. This process seeks to develop a graphic system composed of visual identity, packaging, and a distinctive visual style that enhances the positioning of agricultural products in local and regional markets, integrating productive, cultural, and territorial attributes. This interaction not only promotes the recognition of ancestral knowledge and community practices but also enables social innovation processes driven by design. Thanks to its adaptable structure, the proposal is replicable in rural contexts. Its methodology, based on participatory design, contextual diagnosis, and the integration of local cultural narratives, can be adjusted to diverse productive and sociocultural dynamics. This flexibility enables its implementation by local governments and non-governmental organizations, aligning brand management with sustainable development goals and fostering a design culture committed to social transformation and communicational equity.