Brand development and new media communication strategy for the Guayas Historical Archive

Abstract

This research investigates the development of a comprehensive branding and communication strategy for the Archivo Histórico del Guayas (AHG) aimed at revitalizing its visual identity and fostering stronger engagement with diverse audiences. The project is based on the premise that a contemporary visual identity and effective communication strategies are vital for enhancing the visibility and accessibility of heritage institutions. A mixed-methods approach was utilized to guide the strategy, incorporating surveys, in-depth interviews with stakeholders, and comparative benchmarking analysis of the digital status of archival institutions at the local level. These data were employed to identify public perceptions of the AHG, emphasize areas needing improvement, and grasp target audiences’ evolving needs and expectations. From these findings, a thorough rebranding initiative was initiated, resulting in the creation of a new graphic identity that seamlessly combines traditional elements with modern design principles. Additionally, the project explored the implementation of innovative digital solutions, such as developing transmedia narratives and interactive content for social media platforms, to boost audience engagement and accessibility. The results indicate that the proposed rebranding strategy effectively addresses the current challenges faced by the AHG, leading to a more contemporary and appealing image that resonates with a wider audience.