GOVERNMENT OF MICHOACÁN
Summary: As part of the institutional communication strategy on social media for the Government of the State of Michoacán, Mexico, I played a crucial role in the deployment team for a series of campaigns aimed at disseminating information about the actions undertaken by the Michoacán authorities. This achievement was realized through meticulous monitoring and implementation of predefined graphic guidelines. It was imperative to always consider the optimal use of the institutional graphic identity to ensure its accurate reproduction in digital materials.
Year: 2021
Tags: Institutional identity, social media communication, campaign
POLITICAL COMMUNICATION
EDGAR MONTIEL
Summary: Edgar Montiel is a municipal councilor and the president of the Human Rights, Migration, and Indigenous Affairs Commission in the city of Tijuana, Baja California, Mexico. He aimed to communicate his duties and activities through his social media platforms, with the goal of positioning himself as an agent of change in matters related to social equality, the indigenous culture of Baja California, and the rights of Tijuana residents.
These topics were addressed through graphic materials designed with a fresh, youthful, and disruptive perspective, emphasizing a human and artisanal style. A non-partisan color palette, along with decisive and digestible information, resulted in visually appealing, informative, and educational resources.
Year: 2022
Tags: Social media communication, personal brand management
POLITICAL COMMUNICATION
ALFONSO MARTÍNEZ
Summary: Alfonso Martínez, a politician from Michoacán, held the position of municipal president of the city of Morelia, Michoacán, during the 2015-2018 period. In 2021, he ran for re-election, leading to the development of a social media campaign aimed at solidifying his image as a trustworthy figure for citizens and reminding them of his performance in security matters during his previous term.
The initial designs, later adapted into pieces for social media, were crafted with a friendly, appealing, and impactful approach, utilizing essential graphics and hard data accompanied by illustrations. Additionally, a close and vibrant color palette aimed to prevent viewers from immediately associating the graphic material with the political party to which the candidate belonged, in order to avoid negative connotations linked to the reputation of the political organization.
Year: 2021
Tags: Social media communication, campaign, personal brand management
POLITICAL COMMUNICATION
JULIO BENÍTEZ
Summary: Julio Benítez ran as a candidate for the leadership of the National Action Party (Partido Acción Nacional, PAN) in the city of Tijuana, Baja California, in September 2022. A social media campaign was conducted, proposing the candidate as a youthful option aligned with the ideals and values of the party.
The graphic pieces were crafted through compositions that adhered to a color palette in line with the traditional PAN colors, as the elections were targeted towards party members and sympathizers. Furthermore, the use of candidate photos accompanied by a call to action ensured that the designed material achieved the goal of presenting, informing, and persuading the voters.
