Diversity and inclusion in brand development
We live in an age where we have to take into account more than one privileged group. For us at the studio, diversity comes in many shapes and forms.
Mexico, a country where there is no fixed identity. Each state, city and neighborhood has its own essence that makes them unique. Foreigners that come visit different parts of our country will find no set identity: you can have the big Metropoli lifestyle in Mexico City, and after a 3 hour ride you’ll find yourself in Colonial San Miguel de Allende; hop on a flight to the Riviera Maya to have a taste of a prehispanic culture’s way of living. Even within Mexico City, you will find a wide range of diversity — and sadly, inequality too — from neighborhood to neighborhood.
For us at the studio, diversity comes in many shapes and forms, and we try to incorporate this concept into our projects. Our team is vastly diverse, ranging from a nice variety of cities & cultural identities. Many of the members of our team come from backgrounds in design: like architecture, marketing, public relations, and industrial design. For some strange reason, we all ended up creating brands for a living, and I believe it is this particularity that makes our brands richer and can be approached and looked at from different angles.
By definition, an inclusive group or organization tries to include many different types of people and treat them all fairly and equally. Translating this concept to the studio’s process, we are aware of how important it is for a designer to leave their fingerprint in each branding project they develop, which is why we value how each designer contributes their own inspirations, aspirations, and knowledge to our creative workflow. In the end, being aware of diversity allows us to adapt to most of the needs of our clients, generating a personality for each brand, without enclosing ourselves in a set style or trend, but always taking into account our three core values: Aesthetics, functionality, and eloquence.
We live in an age where — FINALLY — we have to take into account more than one privileged group. We recently have come to face challenges like creating a style brand for low-income families, who just because they do not have the purchasing power to buy certain brands doesn’t mean they do not deserve to look stylish and fashion-forward. We have also started to develop a brand that caters not only the millennial crowd — our main target in recent years — but also generation Z. They might still be young and unable to make financial decisions, but that target audience is the one that will dictate trends and patterns in the years to come; they have a completely alien mindset from us and for that, it is worth it to study and include them from this moment on.
Generally speaking, brands have focused in targeting only the privileged, the wealthy and the ones with power. What happens if we look somewhere else and speak to other kinds of people? A recent trend study shared to us by our friends at trendo.mx, taught us that “economically underprivileged” audiences need to be catered to and that there is a huge market hole that has not been tapped into. We need to democratize design and make it readily available to all who wants it. Yes, we know it’s always nice to build luxurious brands with nice stationary finishes, but what else can we contribute to our world besides that?
Let’s make people’s lives better with our craft. Let’s start asking questions and proposing answers.