Hi, this is Sebastian Guerrini, Designer and PhD in Communications & Image Studies. My expertise and focus is on cross-cultural branding and international communicational strategies. These are two areas in which I developed my proper approach, one that allows me to work for clients anywhere in the world; in fact I already worked in 26 countries. How? That is because the result of my working life has converted me in an anthropologic designer. I will explain more about this latter on.
Actually, my next steps will be to increase the market where I am acting, by adding agents to promote my work and by continuing with my travels to places where clients sue me. Beyond the 50 countries I have already been and even though I keep on leaving part time in Spain and Argentina, this year I will intensify my presence in the Middle East and Orient.
In parallel, I give classes at two Master’s degrees in Barcelona (Elisava and Blanquerna) where I am teaching. Aside from this, I will do training on branding and communication, conferences, courses, seminars, workshop, clinics and consultancies as usually.
I said that I called myself as an anthropologic designer, what’s that?
That is the role which permits me to understand the other, a role that helps me to comprehend as much as possible all about each case, each community, each market and customer’s expectations. Moreover, being an anthropologic designer helps me to conceive the accurate communication strategy for every context, whether global or local. I invite you to read more about it at www.sebastianguerrini.com/features/international-branding/ I also recommend you to see examples of my works on my portfolio page at www.guerriniisland.com
My vocation of been a cross-cultural brand designer came as a consequence of the synthesis of three facets of my life: As a designer, I have been always drawing but at my 16 I started to work as a professional first in Buenos Aires then in Madrid. Since then I never stop engendering marks. Time after that and for two decades, I worked doing political and institutional campaigns and been an image adviser. During my job I discovered what a symbol can provoke at a certain time in a society that is willing to find new forms of representation and new significations of their identities and hopes. Consequently I found some sort of ability “to affect” the world inhabited by us from my work
All of this made me understand that I needed to manage the mechanism by which images become powerfully. That’s why I did my PhD at Kent University (UK) where during years I crossed over cultural studies: studying philosophy, psychology, sociology and anthropology in order to dominate the power of images. As a consequence, I am now using simple analytical tools proper of the anthropology for doing my international job. In other words, to understand and act over any demand placed in any part the world.
The result of this blend between art, politics, and cultural studies produces what I am.
But, what can I do with your Image then?
I can make your aims and dreams a reality, showing your Identity as unique. I can tell a great story about your potential, by seducing and motivating your audience. I can make your brand do business for you. I can improve and focus your brands by designing a clear, strategic and easy to be decoded mark. So, I can narrate your essence by your brand your tagline, your slogan, making all your messages to be stronger as well as something that can attract your audience eyes, maintaining their attention and positive perception plus transmitting a credible and motivated field.
My method: first: strategically thinking
Identity design and communications must be the strategic result of the integration of three main representations, such us what the company wants to be, what the company is and what the receptor (target) wants the company to be like. On the other hand and after defined the focus of that strategy, the challenge then is to get, use and apply the particular codes and media of the people involved with the subject, to produce by them the expected results.
For doing so, I am in contact with my costumers as much as necessary. In parallel, I research about the subject using my own resources. Then, I propose a communicational brief about what I found, being this paper the base of the image strategy of the brand. Just then I start to design brand’s alternatives. The brand accordingly will be the DNA of the story and has to be capable of containing the core of the company or organization.
I learned that your brand’s image should be the figurehead and the materialization of your strategy. Your DNA.
Sebastian Guerrini is a Designer in Visual Communication (Argentina), a graduate in Communication Technologies (Netherlands) and Doctor of Philosophy in Communication and Image Studies at the University of Kent (England). He was born in Argentina, in 1965.
His area of speciality is the analysis and design of Institutional and Corporate Communication. He has carried out image and identity design in Latin America, United States, Spain, Portugal, Italy, Ireland, England, Iceland, Deanmark, Switzerland, Belgium, Germany, Turkey, Russia, Emirates and China.
He has also developed projects for Amnesty International, International Federation of Organic Movements, Green Building Council, UNICEF, UNESCO, CLACSO and the United Nations, among others. In 2008 he won the international competition to design the image of the Organic World Foundation (Bonn,Germany) and in 2009 the competition for the design of the slogan and logo for the Argentine Pavilion in the Frankfurt Book Fair, for which Argentina was host country in 2010. On 2013, Sebastian Guerrini has been appointed as adviser for designing the new brand of the Global Cooperative Movement. ICA (International Co-operative Alliance). Geneva-London.
Author of the graphical version of the Argentine National Emblem, Sebastian also designed the brand of CONICET, the image of the Museum of Natural Sciences of Argentina and the visual identity of the nation’s Presidency, Ministries and Secretaries of State. Recently, the logo he designed for FIBA (the International Theater Festival of Buenos Aires) colourfully adorned the streets of Buenos Aires.
He is currently teaching and tutoring students in the Master Degree of Design and Communication at Escola Elisava, and giving seminars at Blanquerna and the European Institute of Design (Barcelona, Spain).
Articles about his work were published in Mexico, the United States, Canada, South Africa, Japan, Russia, China, Australia, England, Italy and Germany. His writings have been published by ICOGRADA and AIGA.
Additionally, he has taught Postgraduate courses, Seminars and Conferences in Argentina, Chile, Mexico, Guatemala, Ecuador, Italy, Russia and Spain. Articles about his work have appeared in specialized magazines and books in Mexico, United States, Canada, Britain, Germany, China and Japan.