Abstract
The present study consists of monitoring the creation of a photographic game plan as an approach to further strengthen the brand strategies for social networks of the Universidad Tecnológica del Usumacinta (UTU) in Mexico. As a framework for action, the vision of Taller Cinco was applied, which consists of connecting the areas of knowledge in the applied arts through the Agile Design Thinking methodology, which allows the visual communicator to recognize that an important part of the communication that uses in social networks obeys a visual language; granting at the same time the tools for the creation of a photographic strategy that evokes the meaning of a product of ideological knowledge and technique that allows to adequately express the identities of the brand, in this case the exhibition scenario of the UTU. This approach acknowledges the development of visual concepts as a way of projecting the university philosophy to its community and society in general. It is intended that the photographs achieve three main objectives for UTU: visual identity, a sense of belonging among the student community and a brand communication strategy that influences the decision-making of the applicants and their family context. Applying the agile methodology Design Thinking process has nurtured the design of a visual concept, allowing the creation of an empathic and decisive visual communication strategy that centers the user experience enabling optimal brand development in UTU’s social networks. These methodologies opened new paths and ideas in the development of projects through creativity, building innovative solutions that positively impacted UTU’s brand development. It is important to recognize that this project would not have been possible without the application of new technologies and trends that arise every day in social networks.
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Martinez-Duran, A., Garcia-Tirado, J., Villamizar, V., Álvarez, V.A. (2023). Strategy Based on Agile Methodology to Improve Communication on Digital Platforms (Social Networks) of Higher Education Institutions. In: Coman, A., Vasilache, S. (eds) Social Computing and Social Media. HCII 2023. Lecture Notes in Computer Science, vol 14026. Springer, Cham. https://doi.org/10.1007/978-3-031-35927-9_7
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