Convergent and Expansive Branding and Design

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Convergent and Expansive Branding and Design
Convergent and Expansive
Branding and Design
Procorp offers a broad range of strategic
and creative services articulated through a
successful collaborative model that brings
together a diversity of expertise and tools
aimed at strengthening the competitiveness
of our clients’ companies, adding value to
their brands and fostering innovation in
products, services and experiences.
ADN
marca
Twenty-five years ago, we pioneered the notion of an integral
service proposal articulated around diverse areas of specialization
in the fields of design and architecture, in the quest to offer a
single systemic approach to solving the different needs of our
clients and their brands.
Today, in a world that is experiencing a constant, intense
cycle of transformations, our challenge is to do more than just
innovate and create value. Our objective is to serve as a powerful
platform of convergence and expansion offering a whole
host of strategic and creative services.
A platform that provides singular solutions. A platform that links
commercial and business objectives with the expectations of
consumers and users.
A platform where different elements exist in harmony: aesthetics
and functionality, reason and emotion, economic efficiency and
use value, profitability and sustainability, theory and praxis…
dreams and reality.
Intangible assets in people’s minds
and hearts
Brands mature over time, gradually transcending their
original function of asserting identity and evolving until
they settle in the minds and hearts of people, often
establishing such powerful emotional links that they may
enter the realm of myth and cult.
Cultural Phenomena
They are born as symbolic representations, visual and
verbal identities that, over time, acquire complex
dimensions as the result of the great many values and
meanings society ascribes them. Some brands identify us,
while others arouse our emotions. Some brands inspire
Brands, traces, signs
When the business is the brand
Brands are impressions that we leave behind so that others may
follow us or seek us out.
They are memorable signs that we use to attract attention, so that
people recognize us when they see us, and look for us when we
aren’t there.
We use them to stand out, to make our presence known, to say
‘here we are, this is what we are.’ And of course, to inspire people
to choose us, and think of us in the future.
us to feel trust and intimacy, while others inspire only
indifference.
Total branding / Integral design
Developing a brand with a holistic, systemic vision, from
the multiple manifestations of its value proposition to the
expectations and needs of its clients, requires the capacity
to formulate strategies and implement them in the form of
tangible solutions, intervening with the greatest possible
efficiency at all the contact points that are activated
throughout the brand
experience.
At Procorp we are constantly expanding our knowledge
base and incorporating experts from a wide variety of
disciplines so that we can offer a package of integral
solutions for brand management, from research to strategic
planning, design and implementation.
Convergence
in a divergent world
From identity to experience
The world of brands has revolutionized the way business is
carried out. Organizations understand that building an identity
and growing with it is far more complex than merely possessing
a name, an emblem, a sign: this
is about giving consumers
and users memorable experiences.
architecture
branding
Commercial
Corporate
Interior design
Brand architecture
Naming
Strategic platform
Positioning
communication design
experience
Branding is design
Any tangible manifestation of a successful brand strategy, in
any of its dimensions, leads to the deployment of design as an
increasingly relevant tool for differentiating and creating value:
from designing an identity, product, or service to communicating
a brand, creating an experience, or designing locations and
infrastructure.
Corporate
infrastructure
management
Endobranding
BTL
Direct marketing
Advertising
Graphic
Editorial
Furniture
Multimedia
Packaging
Signage
Equipment
Leisure
Commerce
Services
Work
The sum of our talents,
the value of a team
We offer an unparalleled team of experts from a diverse range
of disciplines. Together they apply their talent, knowledge, and
creativity to a collaborative working model in which the whole is
clearly greater than the sum of its parts.
Nicaragua
United States
Casino del Sol
Enitel
Americatel
@phonenet
GE Money
Costa Rica
Financiera Miravalles (grupo Altas Cumbres)
México
Farmacias Benavides (grupo FASA)
Colombia
Guatemala
Banco Antigua (grupo Altas Cumbres)
Venezuela
Lomas del Country Club
Ecuador
Banco Centromundo (grupo Altas Cumbres)
Puntilla Mall
Collaborating
across borders
Brasil
CERJ
COELSE
Perú
Banco del Trabajo (Grupo Altas Cumbres)
Edelnor
Larcomar
Argentina
To date we have brought our strategic and creative experience to
twelve countries, bringing effective solutions that are appropriate
to local identities and cultures. With strategic alliances in over
20 countries, we have the ability to activate a collaborative
professional network that can help exchange and deliver
experiences and knowledge capital in ways that directly benefit
our clients.
Bolivia
PNUD
LG
Pampa Tiles
AFIP Administración Federal
de Ingresos Públicos
US Equities
Solare
Contract
Design research
Research
inspiring and actionable
What do we do?
• We seek creative answers to original questions.
• We perform research aimed at obtaining actionable results for
innovation in all areas of strategic brand strategy:
Acts of consumption, the ways we occupy spaces or processes of
> Purchase, use and consumption experience
shopping involve emotions, perceptions, sensations, experiences
> Visitors’ experience
and a whole range of behaviors that are not always rational or
> Innovation in the design of services and products
predictable.
> Brand experience
> Endobranding (ccommunications and work environment)
Strategic brand management, in this sense, entails managing
and strengthening a complex system of spaces where functional,
emotional and sensorial relationships occur between companies
and their clients, and whose cultural codes and meanings give rise
to the most varied habits and behaviors.
For this reason, we need to go beyond the measurements and
quantifications that are the traditional tools of market research,
and immerse ourselves in the observation and exploration of
these experiences with a deep, systemic focus, one that can
glean an empathic understanding of the motivations, meanings,
behaviors and expectations of those people who are part of this
link.
Consequently, it becomes increasingly more relevant to observe,
in context, the dynamic and the behavior of people in their
different dimensions (client/consumer/user, contributor and
service provider) so that branding and endobranding actions and
strategies can generate a relevant and meaningful connection
between the brand and its audiences.
> Construction of strategic platform and brand identity.
What do we get?
• Insights de consumidores,
clientes, usuarios.
• Impact and dynamic of cultural,
social, technological factors
• Opportunities for innovation
and value creation for the brand,
product or service.
• Creative ideas, inspiring
discoveries that captivate, involve
and mobilize audiences.
• New meanings for new brand
content and expression.
What makes us different?
How do we do it?
The very objectives for which market research was conceived is
Through ad-hoc studies, with applied methodologies and
what distinguishes us from traditional market research. We are
in context, we explore consumers and users, approaching
interested in understanding, so that we can generate something
them from three dimensions of their behavior: what they
different, so that we can create and innovate.
say, what they do, and what they feel.
we research
The idea of peeling an onion is the image that most
accurately reflects our quest. Starting at the surface, we
From a systemic vision of reality, using multidisciplinary
remove layers until we reach the heart of the matter
approaches (design, psychology, sociology and anthropology).
through a process of immersion in the lives of consumers
that begins with what people say (the outermost layer),
then reaches what people do, and finally arrives at what
people feel—their heart. It is precisely at the level of
feelings that we find the information most relevant to
we search
achieving an integral understanding of people, for this is
the information that reveals their motivations, subjective
For illuminating information that can help us confirm or create
and essential meanings and feelings.
working hypotheses to guide our creativity and uncover new
opportunities.
We use a variety of tools that allow us to move from the
surface to the heart of the consumer:
we observe
In context, because it helps us understand not only what people
say but also what they do, spontaneously and non-rationally, at
the moment and in the place where they do things. We do this to
gain an understanding of how people interact with a brand, how
they appropriate it, and how they use and value it, so that we can
understand the benefits and meanings that the brand brings to
their lives.
we innovate
During the entire process of research: in methodology, in tools,
in analysis, with a perspective that is free of prejudice and full
of common sense and curiosity, so that we can discover new
meanings and new relationships.
say
do
feel
• Desk research
• Webnography
• Pre / post testing
• Opinion hunter
• Focus groups
• In-context observation
• Check in check out
• Eye tracking
• Sequential testing
• Creative workshops
• Consumer check
• Usability
• Zoom to target group
• Self-portraits
• Triads
• Coolhunting
• En la ruta de…
s d f
Brand strategy
brand ADN
Brand Alignment (ISR
)
®
At Procorp we understand branding to be the business strategy
that situates brand management at its very core, aligning its
symbolic dimension with the products or services the brand
offers and the strategic positioning to which it aspires. Everything
the symbolic
revolves around a value proposition that is unique and relevant,
both for the consumer/client/user as for the members of the
System of symbols and
communication
organization itself.
The ISR® model is our conceptual matrix, which uses a systemic
and coordinated approach to weave together the three essential
dimensions of a brand: the imaginary, the symbolic, and the real.
brand
ADN
The Imaginary realm refers to a brand’s positioning, to the
place it occupies in the minds and perception of consumers and
stakeholders, as well as the community in general.
The Symbolic encompasses the universe of representations
(visual, verbal, spatial, attitudinal, etc) that the brand uses as its
vehicle for expressing its identity..
The Real refers to all that is tangible: the products, the services
and all the infrastructure associated with the offerings of an
organization. Also associated with this dimension are those
aspects related to the brand’s performance.
Using this model, we approach the concept of brand as a
system of dynamic relationships in which the coherence and the
articulation of its components determine those unique qualities
that define the brand and which lend consistency to what is
known as brand
DNA.
the imaginary
Positioning
the real
Products, services,
and infrastructure
Branding in five steps
Audience Matrix
Through the strategic management of the mechanisms of
communication and delivery of brand experience, a company
can establish more significant relationships with each of its
audiences and interest groups.
clients
employees and external workers
stockholders
competitors
strategic partners
authority
providers
brand identity
printed matter
editorial
visual merchandising
electronic media
advertising
direct marketing
packaging
signage
architecture
interior design
facilities
media
From strategy to execution
design
research
strategic
platform
creative
concept
Platform for
insertion
execution
We have been pioneers in understanding the value of capitalizing
on information and applying it to the efficient management of
creative processes.
We perform
We conceive
We design the
We study and
We implement
This has allowed us to develop a unique strategic focus that
research by using
strategies for
creative matrix
propose the
the design
is buttressed by conceptual models, tools and processes that
qualitative and
establishing or
that will permeate
platform of
interventions and
respond to the corporate requirements and objectives of our
quantitative
positioning a
the different
elements, actions,
the communication
clients.
tools as well
brand based on
components of a
channels and
actions within
as in-context
a comprehensive
brand’s identity
opportunities upon
our areas of
observation, all
analysis and on the
and the various
which the insertion
competence, and
of which give us
construction of its
occasions for its
of the brand will
we coordinate with
an exhaustive
identity platform.
communication.
take place.
qualified outside
Much more than an idea
The strategic management of a brand implies the concrete
possibility of seeing it implemented in the real world, interacting
with people at every one of its contact points. For this reason,
at Procorp we believe that designing means skillfully managing
different creative and strategic levels, along with inventing and
executing a realistic and efficient platform for insertion.
and integrated
organizations
perspective on
for addressing
the opportunities
those fields that
–both latent
are beyond our
and explicit—for
knowledge and
creating value for a
experience base.
given brand.
image
positioning
brand value
perception
retention
From identity
to positioning
nterface de marca
(3i )
®
Surface for contact
with the brand.
Communication tool
between both systems
(information and
perception)
differentiation
assets
strategy
brand vision
The process of building a brand identity (a concept that is linked
to what is called the positioning proposal) aims to generate a
“mirror” effect with the image of the brand (a concept that is
associated with effective positioning). The goal here is to avoid
creating inconsistencies between the two.
This process is based, firstly, on the formulation of the vision,
the strategy, and the collection of assets and benefits that are
singular and unique to the brand.
Once we reach a consensus regarding the strategic brand
platform, we begin a process of activating the brand’s interfaces
(all of its contact points), which progresses from differentiation to
retention, ultimately aspiring to achieve a greater appreciation of
the brand.
identity
positioning proposal
information
Experience design
The nine factors for success in experience design
Why design experiences?
The experience of shopping in a supermarket or department
store, of visiting a hospital or a sports arena, the experience of
using an ATM or a mobile phone are just a few examples of what
is considered, today, to be one of a brand’s greatest opportunities
for differentiation and value creation.
This is why, in our quest to establish more meaningful and
relevant bonds between brands and their clients, we have evolved
relationship spaces
in recent years toward an emerging field of consulting that
offers a tremendous potential for innovation: the
key events and the team
Design of
Experiences and Services.
brand alignment and
appreciation
productivity and profitability
The Consumer Experience: the one irrefutable element
Service Design involves planning and organizing spaces for
simplification of processes
the subjective and the emotional
relationships, people, infrastructure, facilities and communications
that come together to deliver intangible benefits to improve
quality, the interaction between the service provider and clients
and, most definitely, the clients’ experience with this service.
The idea of Experience
Design involves the design of products,
rational/functional
the ergonomic and the sensorial
processes, services, events, environments and communications
with a focus on the quality of the experience and the cultural and
emotional relevance and significance that the experience has for
the client, consumer, or user.
creating or modifying behaviors and
meanings
SOURCE: PROCORP
How do we approach an
experience design project?
A brand experience –whether through use, purchase or visit—is
Brandex®: the logical route
an event or episode about which it is possible to establish a
chronology and narrative evolution, much like that of a movie
Brandex® is a proprietary methodology created for the design,
script.
development and implementation of models or innovative
interventions of significant brand experiences. This methodology
It is intimate
and subjective by nature. It creates a space
for a relationship --whether remote or direct (fundamentally
relies heavily on research (with consumers, clients and users) that
is continually applied to creative processes.
interactive)-- with the product or service.
These processes are characterized by the collaborative efforts of a
In addition, it should be manageable, simple, and profitable. It
broad range of specializations and tools from the area of ‘design
should be aligned with the brand’s value proposition, and its
thinking:’ in-context observation, psychology, ethnography,
occurrence should be determined by a specific context, involving
branding and design in all its manifestations. All these disciplines
a subject rationally, emotionally, and sensorially to hopefully
converge upon the same point: generating innovative visions and
modify his or her behavior and the meaning of his or her actions.
proposals that can create (or co-create) new brand experiences.
Procorp Brandex® Methodology for the brand experience
a
n
t io
d
an
re
it s
sour ce s
CUC OBSERVATION*
focus on the interface
fo c u s o
ga
se
rs
an
d
fo c u
t
s on
emotional
factors
t ex
key events
and the team
on
or
eu
ec
the
n th
th
ni
z
INTERNAL MANAGEMENT
relationship
spaces
manageable
and profitable
brand
alignment
and
appreciation
simplification
of processes
functional
factors
behaviors
and meanings
sensorial
factors
(CUC: CONSUMERS, USERS, CLIENTS)
Why Brandex®?
Brandex® is
conceived as a
methodological tool
for creative processes,
the deliverable result
of which is always
a user experience
modeled upon
the functional,
transactional,
emotional, cultural,
communicational,
spatial, aesthetic,
ergonomic, sensorial,
etc.
It can generate
indicators for
measuring
the economic
contribution that
results from its
implementation (a
determining factor in
the value proposition
of the tool itself) and
the quality of the
experience designed.
It balances the
focus between user,
brand strategy and
expectations and
company resources
(human, technical,
economic, etc.)
It seeks opportunities
for fast intervention
(prototypes) that are
low-cost, scalable and
measurable.
It activates a
multidisciplinary,
specialized and
coordinated
team comprised
of professionals
who gracefully
combine strategy
and creativity,
emotionality and
functionality,
corporate objectives
and the often subtle
needs of consumers.
Brand identity
An identity for a emblematic re-engineering of the State
Charged with collecting and
administering the public treasury, this
State-run service underwent a complete
re-engineering of its procedures,
focused on modernizing its facilities
and equipment and automating the
majority of its transactions via the
Internet. Procorp developed a new
corporate identity to express this
improvement initiative and to project
the institution into the future. To this
end, we implemented a full program
of applications that covered all the
instances of identification, operation,
and communication that might occur in
the course of the institution’s functions.
This, of course, included the redesign of
the emblematic tax refund check.
BRAND IDENTITY
TESORERÍA GENERAL DE LA REPÚBLICA
BRAND IDENTITY
BANCO INTERNACIONAL
A new identity system for a banking institution
The arrival of a new group of
same time send a message of positive
partners with controlling interest
change and institutional improvement
in Banco Internacional prompted
to the market. The new image gave
the new management to update
Banco Internacional, which for years had
the bank’s identity and align it with
cultivated a very low profile, an effective
a significant corporate change on
identity mechanism to embark on this
the level of services, products and
new phase. Clients have positively
internal organization. Because this is
evaluated the brand, which truly reflects
a relatively small bank in the industry,
the spirit that inspires a small bank
the imperative was to define those
to grow and achieve greater market
notable aspects of the organization that
penetration.
might serve as the basis for the brand’s
focus. The goal was to communicate
security to existing clients and at the
BRAND IDENTITY
UNIVERSIDAD DE LAS AMÉRICAS
Strategic redefinition and brand redesign
This project came about as the result of
a significant institutional reformulation
on the part of the client. Following
this period of internal change, the
client sought to express those changes
through a new and more contemporary,
differentiating identity than the previous
brand identity. Procorp’s challenge
was to align the new brand with the
technological, administrative and
educational changes that were occurring
on the inside of the institution. For this
reason, the design was defined through
a complex conceptual elaboration that
required the Universidad de Las Américas
to be able and willing to assume an
identity that stood out from the norm
in the category of universities and
educational institutions. This option
represents an innovative tool that has
been enthusiastically embraced by the
internal clients at UDLA, generating
favorable conditions for the transition
to the university’s new academic
management.
BRAND IDENTITY
TERMAS DE JAHUEL
Rescuing the past to look toward the future
The traditional Termas de Jahuel hot
springs resort, which dates back to the
late 1800s, were operated for the past
thirty years as a concession that was
finally returned to the descendents of
the original owners.
After making a considerable investment
in a complete renovation of the resort’s
installations and services, the new
administrators of Termas de Jahuel
Hotel & Spa, which is the new name of
this complex, hired Procorp to devise
an identity and communication plan to
coincide with its reopening and to guide
the organization into the future.
The proposal consisted of a brand design
that combined modernity with the two
most essential assets of the hotel and
surrounding property–namely, the hot
springs and the natural landscape. The
new brand design has been incorporated
into all the elements of the hotel
operation, down to the glassware and
bed linens.
BRAND IDENTITY
AGUAS NUEVAS
A creative challenge and an extremely tight deadline
After being awarded the water utility for
When the proposal was approved,
the First, Ninth, Twelfth, and Fifteenth
our team traveled all over the country
Regions, Consorcio Aguas Nuevas asked
supervising the implementation of the
Procorp to develop corporate identities
new identities and holding workshops
for its three new affiliates, Aguas del
for the staff of each affiliate, explaining
Altiplano, Aguas Araucanía and Aguas
the communicational elements of the
Magallanes, respectively.
new brands. In a second phase, the
project broadened its applications by
In addition to delivering a product
developing architecture and interior
that met the client’s demand for a
design for the company’s branch offices.
high communicational impact and
superb graphic quality, Procorp faced
the challenge of implementing its
applications in a very tight time frame,
which was clearly defined by the date on
which the State was handing over the
rights to these concessions.
Procorp chose to lend a new dimension
to the classic graphic device of the water
droplet. Stylized and cradled within
a sky-blue oval, the logo suggests a
very careful treatment of that most
vital earthly element, as well as a
responsible administration of its delivery
and use. The wave that supports this
graphic from below features a bold
shade of green, evoking the notion of
responsibility with the environment.
BRAND IDENTITY
SIXBELL
A visual contribution for a multinational strategy
Sixbell is a Chilean company that
provides computing and high-tech
solutions for the telephony and
telecommunications industry. Thanks
to its remarkable performance, the
company has emerged as the leader in
its field in a number of Latin American
markets, and has offices in Colombia,
Brazil and Mexico as well as Chile. At a
key moment in its growth, Sixbell turned
to Procorp to create a corporate identity
that not only reflected its operating
environment but that would be elastic
enough to absorb the integration of new
products and services in the future. The
solution Procorp devised, which fuses
name and symbol in a single figure, has
accompanied Sixbell in its multinational
rollout, leaving this distinctive new
mark on each new activity and territory
conquered.
BRAND IDENTITY
ESSBIO
A new brand for the consolidation of a company
ESSBIO is part of a group of water utility
companies operating in the centralsouthern region of Chile, where it serves
almost four million clients and also
promotes important environmental and
social responsibility initiatives.
In 2007, after the Ontario Teachers’
Pension Plan took control of the
company, the new board of directors
began an important process of corporate
alignment of all the affiliates operating
throughout its coverage zone.
As part of this undertaking, Essbio asked
Procorp to develop a strategic platform
that would culminate in the construction
of a new brand architecture. This gave
way to a complete overhaul of the
company’s visual identity, and in the
process Procorp designed a new graphic
for the brand and established up-to-date
systems of corporate communication.
BRAND IDENTITY
PREUNIC
A modern update for a traditional brand
The PreUnic chain of stores, selling
Our main contribution was the addition
toiletry and household items, has long
of a happy, colorful flower icon in
been a fixture in the market catering
full motion and bloom, with a play
to Chilean women. Some time ago,
of transparencies, generating a lively
PreUnic carried out a number of studies
image that truly identifies with the
which led to the conclusion that the
modern woman.
company needed to reconfigure its
image to empathize more with its
The implementation of this new image
female clientele, reaffirm the concept
in the chain’s many retail locations and
of service for which it has long been
on its many communicational elements
known, and regain its relevance among
has revitalized the brand, which has
new generations of female consumers.
since regained its pre-eminent position
in the Chilean women’s market.
A central aspect to this task was the
creation of a new corporate identity,
a challenge that Procorp’s strategic
brand management division took on.
The proposal we presented to the client
gave the logo a new typeface that
was more contemporary, assertive and
accessible.
As this brochure was going to press, this
project was in its launch and implementation
phase.
BRAND IDENTITY
CORONA
Essential changes for an auspicious future
With over half a century in business,
this significant Chilean department
store chain decided to make some
important changes, among them the
professionalization of its management
staff (it had previously been a familyrun operation) and the formulation of a
long-term investment plan, particularly
in regions outside the nation’s capital.
To consolidate this new focus, Corona
wanted to refresh its corporate identity
and implement it in different media and
technological platforms such as its credit
card program and web site.
When asked to tackle these
objectives, Procorp first concentrated
on reformulating the brand’s
emblematic isotype, which was given a
contemporary, volumetric treatment that
served as a counterpoint to the classic
typography used for the company’s
name. The traditional green that Corona
previously used was calibrated to a
more contemporary hue, to emphasize
a corporate identity attuned to the
demands of new consumers.
Corporate infrastructure and spaces
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
XSTRATA COPPER
A focus on design for a multinational company’s new headquarters
Santiago, Chile is one of the nerve
situated around the perimeter of the
centers of the international copper
office space. Taking advantage of the
business. For this reason, the
natural light without sacrificing privacy,
multinational company Xstrata Copper
the team decided that partitions facing
decided to move its South American
the hallways and other internal areas
offices from Buenos Aires to Santiago.
would be executed in frosted glass.
When the company hired the Buenos
The reception area was envisioned as a
Aires design and architecture firm
warm, inviting space, with wooden walls
ABBS Point Design to design these new
and ceilings, to strike a contrast with
offices, ABBS turned to Procorp, its
the reception desk, which was done in
strategic partner in Chile, to help meet
stainless steel, and lit from below to give
the challenge.
it a floating appearance.
The design scheme was calibrate to
reflect Xstrata’s global identity, in terms
of style as well as the orientation of the
office spaces. To this end, the private
executive offices, the meeting rooms,
and a large conference room were
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
YX WIRELESS
Transparency as a leitmotif
YX Wireless, established in 2003,
new headquarters, occupying two full
is a Chilean company specializing
floors of a modern Santiago building.
in the creation and development of
Taking advantage of the double-
technological solutions and equipment
height ceilings and open floor space,
for wireless communication.
as well as the building’s glass walls,
the proposal underscored the concept
Also conceived as an incubator of
of transparency, offering notions of
cutting-edge talent and projects, YX
fluidity and accessibility, modernity and
functions according to an operating
anticipation, as a way of synthesizing
structure that favors creativity, giving
YX Wireless’s position as an accessible
employees the time needed and keeping
company developing high tech products
costs sufficiently reasonable to make this
that are eminently easy to use. Materials
possible.
of only the highest quality, down to the
very last detail, completed the image of
Procorp took these aspects into account
this organization whose market is 70%
when YX needed to plan the company’s
international.
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
ENTEL
Innovation through collaborative work space
A pioneer in Latin America, the new
environmentally sustainable materials
Entel Center for Innovation was
and technology.
conceived as a collaborative platform
for generating high tech products and
Based on these premises, Procorp
solutions for the corporate segment of
contributed an updated concept of the
the company, a leader in the field of
work space, the recent evolution of
telecommunications.
which emphasizes the importance of the
emotional factors that constitute a brand
Procorp’s corporate infrastructure
experience.
development team devised a proposal
that consisted of a space that
With this in mind, Procorp created
successfully expressed the true spirit of
a space for dynamic confluence
this innovative service: to encourage
between the company, its providers of
participatory work with the company’s
technological tools (partners), and the
high value clients.
needs of Entel’s corporate clients—all of
whom would come together in a space
The site chosen for the center, occupying
combining mixed-use areas with private
a total of 700 square meters, was the
offices, the facilities and functionality
eighth floor of the Torre Titanium, in
of which are entirely at the service of
Santiago’s most dynamic real estate
creative collaboration.
district. The original assignment was
to engender a cutting-edge, disruptive
design aligned with new and future
trends in office and work culture. The
spaces had to encourage collaboration
and productivity in a modern,
welcoming environment that integrated
As this brochure was going to press, this
project was in its launch and implementation
phase.
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
CLÍNICA ALEMANA
Fluid, efficient circulation for a hospital’s new facilities
As part of a plan that involved a
complete renovation and expansion of
its facilities, which included 900 new
underground parking spaces and a new
tower with 16 floors and 27,000 square
meters, Clínica Alemana invited Procorp
to develop a signage system to guide
users through these new spaces.
Procorp approached the challenge by
following and complying with a strict
calendar of phased-in deadlines. In
addition to incorporating key elements
of the institution’s new corporate
identity, the signage design was
equally rigorous about fulfilling the
requirements for information and
orientation, and was aimed at lending
fluid circulation and easy access to the
sprawling yet highly specific specialty
areas of this medical institution.
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
CPECH
Establishing harmony and alignment with a new identity
In a first phase, executed in early
Other projects for this client include
2009, Procorp worked on 25 Cpech
the creation of a new Cpech center in a
branches around the country in an
space totaling 900 square meters in the
effort to visually align the integrity
Centro Comercial Paseo Los Dominicos,
of the company’s buildings with its
in the Santiago district of Las Condes.
new corporate identity. This was done
This endeavor was the crown jewel
directly at all the branches belonging
of a strategy aimed at helping Cpech
to Grupo Educacional Cpech, while the
penetrate new target segments. Work
20 franchised branches were furnished
on a similar project was begun in a
with a Manual of Procedures, Criteria
500 square meter space at Mall Plaza
and Examples with applied guidelines, so
Oeste in the district of Cerrillos, also in
that the model might be replicated.
Santiago.
At the same time, Procorp put the
finishing touches on the architectural
projects for two new Cpech institutional
buildings, one in Santiago (occupying
2,500 square meters) and another in
Concepción (occupying 3,200 square
meters), both of which were conceived
to serve as locations for university
preparatory programs.
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
BANCO ITAÚ
A global identity for a local idiosyncrasy
When Banco Itaú, the pre-eminent
captive market at the outgoing bank,
financial organization in Brazil, bought
taking into account a broad range
the local stock and portfolio of
of Chilean idiosyncrasies, because
BankBoston, an open competition was
the change involved a number of
announced for the implementation
important cultural factors. All of this
of its visual identity in its recently-
meant adapting or redesigning a large
acquired locations, as well as in the
number of visual elements according to
documentation and communication
parameters established by Banco Itaú,
of its products. Procorp’s proposal
and this included an intervention in
was chosen over those of a number
the architecture of the bank’s branch
of Brazilian firms, and the team
offices. Thanks to the positive results
began working immediately on the
of Procorp’s work, the bank went on to
transformation of those spaces and the
implement our proposals at its offices in
development of a graphic concept.
Uruguay.
This process entailed something far
beyond the mere application of a preexisting image onto new backdrops.
It required a complete analysis of
the characteristics and profile of the
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
EMPRESAS TRANSOCEÁNICA
Facilities for a sustainable building
Founded in 1954 by the Schiess family,
After carrying out an exhaustive
the Transoceánica corporate group
analysis of the available space and
possesses holdings in the real estate,
required floor plans, the Procorp
hotel, tourism, agro-industrial and
corporate infrastructure management
logistics sectors. Within the context
team embarked on a full exploration
of the development of their corporate
of layouts that would embrace, down
building in the Vitacura district of
to the most minute of details, the
Santiago, Más Arquitectos, the
principles expressed in the architectural
prestigious architecture firm behind
plan. The final result is a synthesis of
the building’s innovative design, invited
modernity, efficiency and comfort that
Procorp to design the proposal for the
follows the guidelines that govern this
facilities and interior design of these
holding company in its plan for future
modern installations.
development.
This complex challenge required
Procorp to devise a proposal for
furnishings that harmonized with the
architectural vision of the building,
constructed according to the highest
standards of energy efficiency and
quality of work spaces.
As this brochure was going to press, this
project was in its launch and implementation
phase.
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
KORN/FERRY INTERNATIONAL
High standards for the offices of a headhunting firm
With a presence in Chile since 1993, this
for the company’s associates. A single
prominent international firm specializing
monolithic block of glass served as the
in the search and selection of senior
structural boundary between these two
executives hired the Procorp corporate
spaces, generating yet another area,
infrastructure management team to
a dual-use space for secretaries and
search for an appropriate location in
reception.
Santiago, Chile to move their offices.
After supervising the execution of
After an exhaustive process of site
the project, Procorp culminated the
selection, the project found its starting
preparation of this space with an interior
point on a single floor occupying 250
design plan that concentrated on using
square meters that fully met the high
furniture that respected the relative
standards stipulated by the client.
breadth of the spaces, without betraying
the inherently discreet nature of the
The turning point of the proposed
plan was the trapeze-form geometry
of the available space, which gave rise
to a layout comprised of two main
areas: a common area intended for
interviews and meetings with clients,
and another area that was more private,
activities of a headhunting firm.
C O R P O R AT E I N F R A S T R U C T U R E A N D S PA C E S
CAREY Y CÍA.
A convergence of tradition and modernity
A meticulous project carried out in
An important public space totaling
collaboration with this influential
almost 900 square meters on the 43rd
law firm transformed an interesting
floor was allocated for meeting rooms
corporate interior design project into
and an internal cafeteria, facilitating
a complete program for the integral
more personalized contact with clients
and total occupancy of four full floors
and connecting the four floors through
(6000 square meters) of Santiago’s Torre
an internal staircase that added a
Titanium.
sense of flow to the foot traffic in the
office. Following a process of analysis
The original mandate required Procorp
and discussion with the partners, the
to design and outfit the two and a half
proposal was approved largely because
floors that Carey y Cía had acquired
of the flexibility it offered for both the
in this modern, uptown office tower
present and the future.
after the decision was made to move
out of its classic downtown Santiago
offices. During this process, however,
the company merged with another firm,
Estudio Harnecker, which added one and
a half floors to the project, as well as
50 additional employees to the original
200 that had been contemplated for the
initial layout.
The solution for the new project
integrated a system of private offices
for the senior attorneys with a series of
open floors for the younger staff.
As this brochure was going to press, this
project was in its launch and implementation
phase.
Retail
R E TA I L
DERCO
Interior design for a multi-brand showroom
Over the past few years Procorp
solution revolved around a ceiling
has cultivated a productive working
treatment that used volume and color,
relationship with Derco, developing a
which successfully resolved the issue of
variety of communication actions and
having to integrate the various different
service platforms aimed at improving
brands sold under the Derco umbrella
customer experience. On this occasion,
without compromising their individuality.
the project consisted of integrating,
At the same time, we undertook a
within a common exhibition space,
series of complementary interventions
the visual identities of the different
to optimize the quality of the facilities,
automobiles Derco sells through its
with positive results for Derco’s clients
network of dealerships, DercoCenter.
as well as the staff assigned to interact
At the same time, this space had to be
with them.
consistent with the premise of offering
the user a gratifying experience. The
R E TA I L
EXPRESS DE LIDER
A distinctive image for an updated value proposition
The largest supermarket chain in the
Procorp was invited to take charge
country has developed various specific
of this process, and after helping to
formats for its locations through a
define the positioning proposal and
strategy that seeks to tailor the stores’
participating in the analysis of names,
offerings to the specific needs of each
the team got to work creating a new
urban sector and type of consumer.
visual identity, which focused on
transmitting receptivity and friendliness
As part of this plan, the client wanted
without sacrificing leadership. Once
to reformulate its Express de LIDER
approved, an exhaustive user’s manual
locations to make them stand out as
was developed to govern all occasions
a less-complicated option than the
of identification and communication,
larger Híper LIDER stores, emphasizing
including the signage and pricing
their positive qualities as well-situated
systems.
neighborhood stores for finding a
variety of fresh food products as well
as frequently-used items. With these
objectives in place, it became clear that
Express de LIDER needed to develop
an independent corporate identity
that could guide this change and steer
communications along this new path.
R E TA I L
MALL PLAZA
“Aires:” a unique space that made the difference in a mall
A landmark in the collaboration
between Procorp and the Mall Plaza
chain of urban commercial centers was
the development of a concept that
represents a real example of innovation
within the mall industry in Chile.
Our client came to us with a challenge:
to satisfy its need for a space that would
distinguish its malls and add value to
the shopping or visiting experience. The
idea was to create an attractive, modern
environment that offered the visitor
an aesthetically gratifying experience
through the use of superior architecture
and the creation of an enclave of
exclusive stores dedicated to fashion,
design and technology in a distinct
sector of the mall.
Launched in late 2007, Procorp’s project
for Mall Plaza Trébol in Concepción
was conceived as an immense open
space enclosed beneath a glass atrium,
in the style of a grand winter garden,
with various resting spots offset by
small interior green spaces offering
a bit of nature. In total, the complex
encompassed almost 12,000 square
meters including the VIP parking area
located alongside this sector. In 2008,
the “Aires” concept was replicated at
Mall Plaza Vespucio.
R E TA I L
FERAM
Ferretería Amunátegui: a new home office
Having made the historic decision to
leave the time-honored location of
its headquarters at the corner where
Santiago’s Alameda boulevard meets
Amunátegui, this technical-industrial
hardware store, in operation for over
one hundred years, contacted the
commercial architecture division of
Procorp to build a complex that included
warehouses, offices and a showroom of
high visual impact in the environment
in which it would be situated, along
the Ruta 5 highway in the district of
Quilicura, to the north of Santiago.
The proposal consisted of a singlevolume building that could house, on
two floors and with a total surface
area of 3,830 square meters, the three
areas mentioned above as well as a
service area for the company’s workers.
The project was conceived through
an efficient system of self-supporting
metal trusses (Tubest), that keeps
interior spaces free of clutter and lends
continuity to the exterior facade, which
features a red-and-white color scheme
that makes the structure visible from the
highway.
R E TA I L
LO SALDES
A new identity for a traditional brand
For two generations, the Lo Saldes
bakeries have been a fixture in the
everyday lives of residents of the
Las Condes and Vitacura districts of
Santiago. To enhance their presence and
to reaffirm the company’s commitment
to offering quality and taste in their
wide range of products, Lo Saldes
hired Procorp to create a new visual
identity for the brand and incorporate
it throughout their retail locations,
vehicles, uniforms and various elements
of graphics and packaging. With the
new logo, Procorp sought to emphasize
the natural origins of the Lo Saldes
product range. The colors selected
combine two tones of orange and an
intense shade of blue, communicating
warmth and security. Along with this
new identity was a tagline that came
about as the result of brainstorming
sessions with the client.
R E TA I L
CARDINALE
Updating brand arguments
With 45 years in the local market, this
Following this first step, Procorp designed
prestigious Chilean brand of men’s shoes
a complete visual system aimed at
decided to enlist Procorp’s aid in carrying
providing a contemporary experience,
out an exhaustive process of strategic
which involved not only creating a new
repositioning of its brand arguments.
corporate identity but also defining new
The objective of this initiative was to
product lines along with their respective
update and effectively communicate
names and packaging concepts, as well
Cardinale’s most notable assets: peerless
as the interior decorating and facilities
quality and contemporary design for
design for the brand’s new store
today’s man.
locations.
The evolution of the project began
with a rigorous process of aligning the
organization with the brand’s promise,
and to this end Procorp employed its
proprietary branding methodologies
along with tools for in-context
observation, to emerge with a full
understanding of the variables that
determine the experience of shopping
for men’s shoes.
R E TA I L
BANCO PARIS
A fluid, stimulating atmosphere for a new business area
The Paris department store chain
the areas of customer interaction, overall
has opened a number of Banco París
user-friendliness and originality for this
branches, bringing to this new business
retail category.
area a concept that the company
has long since mastered: the art of
Finally, the client also sought to create
retail. With the aid of Procorp, the
integrated environments where
company developed a spatial and
personalized services, technologically-
communicational model for its branch
aided services, and the promotion of
at Mall Florida Center, through which it
financial products would flow together in
hoped to replicate the colorful, familiar
a singular, stimulating atmosphere. The
experience of its department stores.
innovative solution has been progressively
applied in the 50 branches the bank
In its proposal for commercial
architecture, interior design, furniture
and equipment, Procorp applied
combinations of transparencies and
variants on the company’s signature
cerulean blue to obtain luminosity in
presently operates.
R E TA I L
WALMER
A whole that is greater than the sum of its parts
When the prestigious menswear brand
Following this fortuitous coincidence,
Casale Monferrato decided to open
and coupled with an unexpected
a boutique in the exclusive district
synergy between the two brands
of Nueva Costanera and Alonso de
--despite operating in seemingly
Córdova in Santiago, the company
incongruous sectors— Procorp
turned to Procorp to for integrated
found a neoclassical house with
advice on how to carry out the
characteristics and dimensions
project, from the very initial phase of
that allowed the two companies to
identifying real estate prospects.
share space. Once the alliance was
agreed on by all parties, Procorp
At around the same time, the
proceeded to restore a number of
Uruguayan furniture and interior
the house’s original architectural
design house Walmer, with over 50
details and adapted its spaces to the
years of experience in the main cities
needs of each brand, breathing life
of Uruguay, Argentina, and Spain,
into a property of great spatial and
sought a space in the same area to
commercial potential.
launch its Chilean store.
R E TA I L
FARMACIAS AHUMADA
A new standard in service
Chile’s Farmacias Ahumada is, at
and space allotment—all of which were
present, the most important pharmacy
key elements for decisions regarding
chain of its kind in all of Latin America.
interior architecture and store furniture.
As it moved toward internationalization,
the company decided to innovate on
With the parameters of the
the local level through the traditional
transformation established, the Procorp
concept of assisted sales, incorporating
team devised several models that were
a self-service system and substantially
applied to different store layouts,
expanding the range of products offered
developed a line of storefront façades
to include categories never before
and tightened up certain unresolved
considered within the conventional
aspects of the corporate identity.
pharmacy model.
Unprecedented in Chile, the selfservice pharmacy model established
In conjunction with the client, Procorp
a new local standard, and the client
analyzed the issue of this new
later implemented it in its process of
commercial concept, from positioning
expanding to Mexico and Peru.
and branding to questions of operations
R E TA I L
PALUMBO
Creative support for a change of scenery
After acquiring this traditional hair salon,
which was previously owned by a single
family, the new owners decided to
reformulate the brand as a franchisable
chain, with the objective of entering a
highly competitive market in which a
number of international brands were
already operating.
To meet this challenge, the company
came to Procorp to create a visual
identity that would infuse the brand with
a more contemporary air while retaining,
through the name, the valuable qualities
traditionally associated with Palumbo. In
addition, Procorp was asked to develop
an interior architecture that would
provide high visibility, combining light
and steel with the use of mirrors and
the green hue for which the company is
known, expressing a modernity without
sacrificing sensuality. The facilities were
initially developed for two locations, as
prototypes, and were then replicated
throughout this ever-growing chain of
salons.
R E TA I L
HIPER LIDER
A new brand, positioning, and thematic space
To build a brand platform for the large-
In the case of Mundo Bebé the use
store format of the LIDER supermarket
of colors and the style of the graphic
chain, Procorp first had to define the
treatment came together to create an
styles, resources, and positioning
informative, atmospheric signage system
that this project entailed. Following a
to help the customer navigate the
naming study, Procorp embarked on a
section and, ultimately, to improve the
process that culminated in the design
experience of shopping in the product-
of a corporate image and the creation
heavy environment of the supermarket
of a visual identity that effectively
aisle.
communicated the main talking points
of the new format: inclusivity, variety,
By designing this spatial reformulation,
efficiency, economy and friendliness. A
Procorp was able to provide a strategic
procedures manual was then established
aid for improving HiperLIDER’s
for all levels of communication for the
competitive edge in its retail sector. The
new brand: HiperLIDER.
Mundo Bebé space articulates service
and value creation, a successful equation
In a second phase, the client came to us
both for the business’s profits as well as
with the idea of individualizing specific
the customer’s experience.
sections within the space of the store.
R E TA I L
MAZDA
The first phase of a master plan for Derco’s brands
Derco, a company that distributes and
sells cars, trucks and machinery, began
a readjustment of the infrastructure at
its headquarters in Quilicura, following
a master plan developed by Procorp’s
corporate infrastructure management
team.
The project began with the design of
the building that would house Mazda
automobiles, a two-story structure with
floor-to-ceiling windows contained
within a discreet metal structure that
permitted the exhibition of up to
seven car models, with more room for
exhibition on the exterior platform.
Suspended on the second level, an
autonomous module with private spaces
for the company’s administrative offices
overlooks the garden and parking area
behind the building. This structure,
which is chiefly characterized by its
simple architectural concept and its
excellent visibility from the highway it
faces, was Derco’s starting point for
the remodeling of its corporate and
commercial facilities.
R E TA I L
MALL PLAZA
Functional spaces as meeting points
In all large shopping centers, areas with
functionality. At Plaza Alameda, we
high pedestrian traffic require solutions
achieved this objective by updating
that dignify the visitor’s experience
the installations and implementing a
by harmonizing the notion of social
new graphic treatment, and we also
encounters and relaxation moments
carried out some minor but significant
within the context of a shopping
architectural modifications to the space.
experience. This type of space also
creates value for local residents and
At Plaza Sur, the client required an
complements the integral offerings of
interior design project that, beyond
the mall.
its large dimensions, would integrate
details that would help distinguish the
In the case of Mall Plaza Alameda and
mall from its competitors in the retail
Mall Plaza Sur, the challenge consisted
industry. Both designs successfully
of intervening in two conventional
fulfilled the need to offer a seductive
cafeteria areas –otherwise known
experience for the visitor, creating
as food courts—so that we might
environments that are more dignified
enhance the client’s experience
than what one often finds in the
through a combination of warmth and
common spaces of the average mall.
Packaging
PACK AGI NG
NATUR
A new presentation for an historic brand
In an effort to refresh the identity
elements associated with this food
brand, created in 1967, this packaging
redesign project required Procorp to
maintain the differentiating qualities and
functionality of the existing packaging
and to introduce modifications that
would allow it to dialogue with the
new positioning proposal introduced by
the holding company that now owns
Natur. Procorp’s redesign underscored
the healthy orientation of the product
range, effectively communicating the
brand redesign undertaken by Foods
Cía. de Alimentos CCU. The packaging
system updates the materiality and the
use of typography and color without
sacrificing the elements that distinguish
Natur and that are part of the brand’s
traditional identity. The new design
achieved its goal of positioning this
traditional product line as a nutritional
food product that works as an informal
snack option.
PACK AGI NG
LK
Helping incubate a brand
LK is an affiliate of Biotec that
manufactures articles for industrial
cleaning and sanitizing. When LK
decided to enter the domestic cleaning
supply market, a broad range of
products was developed, taking
advantage of the company’s alreadyexisting installations and capacities, as
well as its vast experience in the field.
Procorp was invited to participate in
this project from the very beginning,
and helped to define the positioning,
invent the name, build the brand and
design the packaging of the various
product lines. Leveraging the advantages
of a short but assertive name, Procorp
created packaging options with loads of
personality in a bid to obtain maximum
visibility on the saturated supermarket
shelves. Through the use of design, a
space was created for this new brand in
an extremely competitive market.
PACK AGI NG
CONCHA Y TORO
Contributions to an emblematic brand
The leading producer and exporter of
Chilean wines relied on the services
of Procorp for over a decade during
an intense period in which the client
repositioned brands, created new
products, ventured into new markets,
and studied its patrimonial issues. Of the
many services rendered, Procorp’s work
in packaging proved most meaningful,
starting with the redesign of Casillero
del Diablo, one of the vineyard’s most
emblematic products. Another notable
contribution was the visual presentation
of the wine created to commemorate
the launch of Concha y Toro’s ADR
on the New York Stock Exchange, a
exclusive design for a product bottled on
one special occasion. Another significant
contribution was the communications
support Procorp implemented for the
launch of the iconic Almaviva wine,
produced by Concha y Toro in an alliance
with Baron Philippe de Rothschild.
Integral communication for a pioneering project
With a sizable property and cuttingedge technological infrastructure, this
winemaking outfit located in Bío Bío
valley, an emerging sector for wine
production, came to Procorp to help
pinpoint the general concept of its
brand and to develop its strategies for
presentation and insertion in its target
markets. Embracing the notions of
originality, innovation, and freshness,
Procorp helped create the various
elements of the company’s corporate
identity and its applications, the visual
presentation of the entire portfolio
of products, the web site, and the
communication of the
company’s launch.
PACK AGI NG
VIÑEDOS DE CANATA
PACK AGI NG
CARDINALE
Driving change forward
Following an exhaustive process of
In addition, all the typographies were
updating the brand developed by this
adjusted to fit the profile and character
traditional mens’ shoe manufacturer,
of each product and the technologies
Procorp’s next challenge consisted of
that each model uses, highlighting the
adapting the brand’s packaging design
latter through distinctive stamps that
to the changes that reorganized its
allow the new image of Cardinale to
product lines.
serve as the main identifying element.
The result is a packaging system that
To this end, Procorp devised a system
is absolutely aligned with the renewed
of identification based on two types of
assets of a brand that proved it could
labels –prestige and technology- that
focus on the future without sacrificing
provide all the pertinent information
a symbolic capital built over 45 years in
about each product. This solution
the business.
lightened the information-saturated
boxes that until then had been used to
identify the different models, using color
as the sole identifying element in the
packaging of the different product lines.
PACK AGI NG
NEX
Building value through packaging
Aimed at providing standard quality
already created equivalent brands, so
at attractive prices, proprietary brands
the challenge was to enter the category
in different product categories have
and attain leadership. For its strategy,
become something of a theme among
the Procorp team chose to build value
large retail chains. However, venturing
through design, opting for different
into the realm of electronics implies a
parameters than those that governed
much more complex set of demands
the international electronics industry
than creating a clothing or housewares
at the time, using reliefs and ranges of
brand, given the very solid positioning
metallic colors to announce the advent
of other brands with well-established
of a new brand from the outset. As a
international track records. When the
result Nex, quickly came to occupy a
department store chain Paris decided
predominant position in its category,
to develop its brand Nex, Procorp was
and was then able to expand its product
asked to create the corporate identity
lines to include home appliances.
and visual presentation of the different
product lines. The competition had
PACK AGI NG
JAHUEL
Visual Identity for a toponymic brand
The objective of this project was to use a
system of labels to combine the reasserted
identity of the Termas de Jahuel Hotel &
Spa with its well-defined traditional assets
for its new brand of mineral water. To
this end, the Procorp team used design
to synthesize those aspects that could
evoke both the landscape and the hotel
as sources of health and well-being, for
those are the referents that add value to
the purity and functional quality of the
product. The proposed synthesis reflected
a subtle undertaking in which illustration
offered identity and tradition, establishing
a dialogue between the historic brand
of the Termas de Jahuel hot springs and
its emblematic chateau. In this way,
the result fulfills the goal of providing a
language that distinguishes Jahuel from
its competitors, for it develops a narrative
that is explicitly associated with the water’s
natural source, as well as the curative
nature and general well-being associated
with the product.
PACK AGI NG
NATIVA
Identity and packaging for a proprietary brand
Three distinct factors for development
have governed our collaboration in the
area of consumer products with FASA,
Latin America’s largest pharmacy chain:
the profit potential of an attractive
package design, the competitiveness
of a noteworthy visual presence,
and the alignment of design with
positioning strategy. For the Nativa
line of beauty and cosmetics products,
a proprietary brand with distribution
in Chile, Mexico and Peru, our project
focused on updating the brand’s visual
identity based on the new positioning
objectives and an exhaustive analysis
of its primary competitors in its market.
The subsequent exploration of possible
label and packaging layouts sought to
align the new image with the reasserted
positioning, and more effectively
draw attention to those distinguishing
qualities that had been under-exploited
in the existing labels and packaging.
Communications
M A SS CO M M U N I C AT I O N S
CASA AMARILLA
Transforming music into experience
The year it celebrated 90 years in
a protagonist that was familiar yet also
business, this venerable Chilean chain of
sensitive to the history and experience of
stores selling musical instruments and
music in Chile.
accessories decided to subject its brand
to a detailed analysis, the objective of
Articulated around the axis of the
which was to fine-tune its arguments in
company’s 90th anniversary, Procorp’s
order to reflect the company’s decades’
communications division invented a series
long reign as the predominant force in
of activities ranging from point-of-sale,
its market in Chile.
print and radio events to a significant
alliance with the iconic Chilean band
As a starting point, Procorp’s project
Los Tres on the occasion of the band’s
focused on redefining the brand’s
return to the concert halls. This last effort
strategic platform in order to formulate
has been spotlighted through various
a positioning plan that took both the
campaigns and promotional activities,
public and the competition into account.
including an exclusive concert and a
Once we identified Casa Amarilla as
contest for emerging bands sponsored by
a brand focused on the enjoyment of
Los Tres and developed on a web-based
music as an experience, the project
platform.
came together and progressed toward
the design of a communications
strategy establishing Casa Amarilla as
M A SS CO M M U N I C AT I O N S
CARDINALE
Advanced communications strategy
Procorp has served as commercial
On the web, we created a contest
communications advisor to Cardinale
entitled “How far do you want to go?,”
since 2008, when we took over its
which invited potential participants to
media and point-of-sale graphic
upload a home video that followed the
campaigns. For 2010, we worked
story on the TV spot. This strategy lent
with the client to plan a campaign to
a multimedia-based continuity to the
strategically strengthen its B! brand
campaign and helped to significantly
and its 24 Flex technology through
increase the web site’s visitor traffic,
a television spot, communicational
especially among young people.
pieces for in-store graphic supports,
and a web-based video contest, all of
which sought to strengthen Cardinale’s
positioning among younger market
segments.
To reach this goal we developed a
thematic axis based on the discipline
known as Parkour, which allowed us
to draw attention to the technological
assets of the product in an urban
context close to the target group sought
by the campaign.
M A SS CO M M U N I C AT I O N S
DERCO
Leadership is the message
As Chile’s leading seller of motorized
times on the road, Derco, as an industry
vehicles and related services, this veteran
leader, decided to draw attention to this
Procorp client regularly reassesses
important step forward in consumer
and reaffirms that leadership through
safety.
occasional mass communication actions.
These kinds of corporate campaigns are
When management implemented the
based on unique pieces that respond to
SAP computer system in its corporate
specific messages and requirements. Their
infrastructure, the company decided
objective is to make people aware of the
that this significant step forward
company’s most recent initiatives and to
deserved to be communicated to the
buttress the successes already enjoyed by
public through a graphic piece created
the company.
especially for the occasion. When
Chilean legislators passed a law obliging
drivers to keep their headlights on at all
M A SS CO M M U N I C AT I O N S
CORDILLERA
Shrugging off the effects of a crisis
Procorp’s mass communications work
The aggressive media plan, focused
for this company, an importer and
primarily on specialized print media
distributor of ceramic and porcelain tiles
and radio, contemplated a full insert
for the residential market, has evolved
in the national network of El Mercurio
over the course of two distinct phases.
newspapers to present its 2009 product
line. The collective communications
In the first phase, the objective of
effort contributed efficiently to
the pieces developed by Procorp was
repositioning Cordillera as the provider
to breathe some life into the brand’s
of choice of ceramic and porcelain tiles
presence and its range of products,
for the Chilean residential market.
emphasizing its relevance as an
important actor in its market. In a
second phase the campaign focused on
increasing the company’s sales margin,
which had been languishing (along with
the entire sector of building materials) in
the widespread calamity brought about
by the 2008-2009 financial crisis.
M A SS CO M M U N I C AT I O N S
JAC MOTORS
From positioning to strengthening
In mid-2008, Derco decided to introduce
The effectiveness of this initial campaign
Chile to a line of Chinese trucks that
was reflected in the exponential rise in
would soon become the symbol of the
sales of JAC Motors in the area of new
growing market penetration of freight
trucks, which allowed the company
trucks from that part of the world.
to embark on a second phase of
communications emphasizing that the
In the context of a long-term
experiences of first-time customers had
collaboration with this client, Procorp’s
far exceeded expectations. Two years
communications division took on the
after the launch in Chile, JAC Motors
challenge of planning the campaign
is now the leader in sales of Chinese
to launch and position the new brand.
trucks, and its communications strategy
To achieve this, Procorp capitalized on
is now oriented toward establishing
the effervescence generated by the
and reiterating its reliability in the most
Beijing Olympic Games, developing
varied and demanding conditions.
graphic pieces and radio ads that drew
a connection between the assets of the
new brand and the successes of the
Chinese athletes at the Olympic Games.
M A SS CO M M U N I C AT I O N S
CONTRACT
Creativity at the service of effective communications
Contract is an Argentine company
with over 15 years of experience in the
integrated management, design and
execution of corporate environments.
When it began operating in Chile in
2006, Contract came to Procorp, where
the communications division addressed
the task of developing a series of graphic
pieces aimed at Argentine media outlets
in the construction and corporate
architecture sectors.
The pieces developed y Procorp
use a creative approach to
conceptualize the broad range of
integral solutions that this company
offers, underscoring Contract’s key
strengths: professionalism, the quality
of the services it provides, and the
competitiveness of its solutions. This
project ably interpreted the complexities
of a business through simple images
and messages filled with meaning that
pushed the boundaries of the category
and, without exhibiting finished
works (which is typical in these cases),
effectively communicated the superior
quality of the services offered by the
company.
M A SS CO M M U N I C AT I O N S
CASALE MONFERRATO
Establishing links
When the clothing manufacturer and
Falabella associated company Mavesa
decided to develop a proprietary brand,
Procorp was hired to invent the name
and visual identity and to create its
commercial communications strategy.
The naming process produced the
Casale Monferrato brand, aimed at
creating high quality made-to-order
clothes for the young urban executive.
The advertising campaign focused on
qualitative aspects through spaces in
media frequently read by the uppermost
market segment, which was the brand’s
target audience.
In addition, successful strategic alliances
were cultivated to support the brand’s
positioning and to generate a permanent
connection with its consumers.
M A SS CO M M U N I C AT I O N S
CONCHA Y TORO
Revitalizing a classic brand
In the early 1990s, the local wine
wine and the concept and rollout of
industry was riding the crest of a wave.
ad campaigns for Casillero del Diablo
As demanding international markets
as well as some of the vintner’s new
began to embrace a new generation of
wines. This demanding project included
Chilean wines, a tremendous number
the launch of Trio, an ambitious line
of new vineyards and brands came of
of reserve wines oriented toward
age, offering sophisticated products and
a new generation of consumers.
attractive packaging. In this context,
The campaigns involved everything
the venerable Concha y Toro vineyard, a
from advertisements in international
leader among Chilean wine exporters,
magazines to various promotional and
decided to reposition some of its
direct marketing pieces for distributors,
traditional products and create some
sommeliers and consumers, an effort
new wine collections that could respond
that met its objectives and helped
to the expectations of the global market.
Concha y Toro strengthen its leadership
in new commercial settings.
The vineyard contacted Procorp to
work together to formulate a number
of strategic objectives, including the
redesign of the visual presentation
of its emblematic Casillero del Diablo
ENDOBRANDING
DERCO
Endobranding for a corporate culture
In response to the remarkable leadership
Derco achieved on the corporate level,
the company executives called on
Procorp to develop an internal platform
to help disseminate practices and values
that the company requires of its workers.
The goal of this effort was to create and
cultivate a corporate culture that was
befitting of its status as the number-one
business of its kind in the industry in
which it operates.
In 2006, the systematization of these
graphic endobranding campaigns inside
the company led to a comprehensive
internal manual that documented the
company’s principles regarding its
relationship with outside groups and the
everyday practices of its personnel.
Updated on a periodical basis, the
Dercointegral Manual of Corporate
Principles and Practices has proved to be
an efficient reference tool for those who
work at this leading company in Chile’s
automotive sector, as well as for those
who are associated with it.
ENDOBRANDING
AEROPUERTO SCL
A world of communication
Procorp’s involvement with the SCL
end, Procorp has developed seasonal
Terminal Aéreo Santiago, the Chilean
information campaigns and promotions
capital’s international airport, began
targeting specific airport user groups,
in 2008 with a series of intramarketing
and has implemented permanent
campaigns aimed at the sales force
supports for communications that are
of the stores operating in the airport.
aligned with this new image, such as
This was a first step toward the goal of
institutional blowups, construction area
generating, for the public, an identity
signage, and directories for locating
and an image that might unify the
shops and services which incorporated a
commerce and service offerings within
signage system in Braille for blind users.
the airport.
Once this new image took hold among
internal audiences, the Procorp team
focused on disseminating this new
image among passengers, visitors, and
the broader public opinion. To this
ED I TO R I A L CO M M U N I C AT I O N S
TUR-BUS
Mass publication with customized content
The leading interurban bus operator
stories attesting to the service-oriented
in Chile, Tur-Bus, invited Procorp to
vocation of the company.
create an editorial project to reflect
its redesigned corporate identity in
The result of this effort was “Tur
the context of an initiative aimed at
Club,” a 24-page monthly magazine
strengthening communication with the
with a print run of 100,000 copies,
company’s passengers.
distributed to the passengers on board
the company’s buses and at customer
The challenge consisted of conceiving,
service points. The publication, edited
editing and designing a print publication
by a group of journalists specializing in
aimed at a universe of one million
print media, was positively evaluated by
passengers per month, with content
users and symbolized Tur-Bus’s efforts to
covering general interest topics related
reinforce its preeminence in the Chilean
to the passenger experience on a land
interurban transportation market.
transportation service. At the same time,
the editorial mission also included stories
of personal courage, and personal
ED I TO R I A L CO M M U N I C AT I O N S
CHILEVISIÓN
Printed words for the television industry
Chilevisión S.A. has become one of the
accepted and the magazine’s name
leading channels in the local television
established (“V,” pronounced ‘ve,’ which
industry, making its presence felt in
means ‘see’ in Spanish), a number of
various areas, most particularly news,
prototypes were created before arriving
dramatic productions and opinion
at the definitive format, which covered
programs. As a way of reaffirming its
topics as divergent and relevant as
commitment to professionalism and
the boundaries of news reporting, the
its concern about the future of the
entertainment world, and the complex
television medium, Chilevisión decided
relationship between culture and ratings.
to create a monthly magazine that could
serve as a forum for analysis and debate
“V” quickly became an authoritative
regarding this industry, which plays such
voice and reference point for its
an important role in Chile.
target audience, which is comprised
of professionals, communicators,
To develop this project, Chilevisión came
to Procorp, where our experience in
corporate publications was put to use
establishing an appropriate thematic
model, graphic style and operating
structure. Once the proposal was
authorities and opinion leaders.
ED I TO R I A L CO M M U N I C AT I O N S
CODELCO
Internal communications with a sense of belonging
Chile’s National Copper Corporation,
Codelco, the largest copper production
company in the world, decided it
needed a periodical internal publication
aimed at 20,000 qualified readers,
including executives, unskilled workers,
and professionals as well as advisers,
external service providers and opinion
leaders. The magazine was conceived
and produced in its entirety by Procorp
from April 1999 until March 2002,
with a series of extremely precise
communications-related objectives that
included strengthening its readers’ sense
of belonging at Codelco and aligning
attitudes with the company’s goals and
projections. By delivering excellent,
original material in the highest quality
format and layout, the publication
achieved its objectives in a context of
autonomy and solvency as a medium of
communication.
ED I TO R I A L CO M M U N I C AT I O N S
FUNDACIÓN ESCÚCHAME
A contribution that combined creativity and solidarity
Fundación Escúchame is a nonprofit
organization dedicated to attracting and
channeling funds for the rehabilitation
of low-income children suffering from
deafness or severe hearing problems.
Periodically this institution organizes
benefit events that help it meet its
goals. In one example of this type of
activity, Fundación Escúchame invited
36 Chilean wineries to underwrite works
of art that were then auctioned off; the
proceeds of this event helped finance
the foundation’s projects. This successful
initiative was documented in a beautiful
book that was presented at the opening
of the art exhibition featuring the works,
and served as the catalogue for the
auction. Procorp handled all aspects
of producing this book, providing its
services to Fundación Escúchame free of
charge.
ED I TO R I A L CO M M U N I C AT I O N S
CASA BARROS
Designing a brochure for luxury items
This project consisted of generating a
space for promotional communication
that, through a well-conceived visual
concept, reflected the exclusive
nature of the jewels produced by
Casa Barros. Among the functional
requirements of this assignment, the
brochure was intended to serve as an
efficient print showcase for products
of very high economic and symbolic
value, and to communicate the
brand narrative and history that its
parent company has cultivated for so
long. The formal quality of the final
product that Procorp delivered is an
accurate reflection of Casa Barros’s
value proposition, evincing the
tradition, contemporary character and
elegance associated with its jewels.
The material and graphic aspects
of the project were honored with
a Sappi award for their level of
interaction as well as for the superior
result of the printed product.
This commercial communication
initiative has proven to be an
exceedingly effective commercial aid
for promoting the jeweler and its
products.
bara Mac Cawley, Benito Riffo, Bruno Frugone, Carlos Coppo, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina Ortiz, Carolina Pérez, Cata
ñoz, Catalina Pollak, Cecilia Busquets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espino
id Aravena, David Bonomi, Denise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Fe
anueva, Fernanda Arancibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Grac
ra, Hernán Díaz, Hernán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jer
doy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solimano, Julián Nara
na Faúndez, Maite Bartolomé, Maite Otondo, Maite Ruiz, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Parrao, María Adelina Gatica, María Patricia Aigneren, Mariano More
ilén Castillo, Mario Pozo, Marisol Viteri, Mark Stephenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánchez, Nancy Godoy, Nicole Aljaro, Oscar Sobarzo, Pablo González, Pa
car, Paola Palacios, Paula Casanovas, Paula Mella, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toskana, Pierina de Vico, Pilar Gómez, Raúl Croquevielle, Raúl Araneda, Reb
ela, Renato Díaz, Ricardo Gac, Ricardo Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ur
vo, Vivian Hartley, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzu
astián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Alberto Infante, Alejandra Zurita, Alejandro Peralta, Alfr
ñoz, Álvaro Magaña, Andrea Oporto, Andrea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernández, Arnaldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Bruno Frugone, Ca
po, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina Ortiz, Carolina Pérez, Catalina Muñoz, Catalina Pollak, Cecilia Busquets, Cha
cdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espinoza, David Aravena, David Bonomi, Denise Koryz
isse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Felipe Villanueva, Fernanda Arancibia, Fernando V
ncisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Graciela Rivera, Hernán Díaz, Hernán Moena, Hugo Al
Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jerson Godoy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jo
rales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solimano, Julián Naranjo, Karina Faúndez, Maite Bartolomé, Maite Otondo, M
z, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Parrao, María Adelina Gatica, María Patricia Aigneren, Mariano Moreno, Marilén Castillo, Mario Pozo, Marisol Viteri, M
phenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánchez, Nancy Godoy, Nicole Aljaro, Oscar Sobarzo, Pablo González, Paola Azócar, Paola Palacios, Paula Casanovas, Pa
la, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toskana, Pierina de Vico, Pilar Gómez, Raúl Croquevielle, Raúl Araneda, Rebeca Videla, Renato Díaz, Ricardo Gac, Rica
gas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Ximena Capdev
ena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bra
an Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Alberto Infante, Alejandra Zurita, Alejandro Peralta, Alfredo Muñoz, Álvaro Magaña, Andrea Opo
drea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernández, Arnaldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Bruno Frugone, Carlos Coppo, Camilo Silva, Carmen Gloria R
men Hidalgo, Carolina Fuentes, Carolina Ljubetic, Todos quienes han formado parte del equipo Procorp han dejado, de una u otra manera, la
huella de su profesionalismo y talento. A todos ellos, vaya nuestro saludo y agradecimiento por su contribución al éxito de esta
empresa. Carolina Ortiz, Carolina Pérez, Catalina Muñoz, Catalina Pollak, Cecilia Busquets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cris
sme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espinoza, David Aravena, David Bonomi, Denise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Es
ía, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Felipe Villanueva, Fernanda Arancibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hida
nfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Graciela Rivera, Hernán Díaz, Hernán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzm
me Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jerson Godoy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, J
os Moya, Juan Esteban Pérez, Juan Solimano, Julián Naranjo, Karina Faúndez, Maite Bartolomé, Maite Otondo, Maite Ruiz, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Par
ía Adelina Gatica, María Patricia Aigneren, Mariano Moreno, Marilén Castillo, Mario Pozo, Marisol Viteri, Mark Stephenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánch
cy Godoy, Nicole Aljaro, Oscar Sobarzo, Pablo González, Paola Azócar, Paola Palacios, Paula Casanovas, Paula Mella, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toska
ina de Vico, Pilar Gómez, Raúl Croquevielle, Raúl Araneda, Rebeca Videla, Renato Díaz, Ricardo Gac, Ricardo Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migli
ana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rod
tillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquie
ena Poblete, Alberto Infante, Alejandra Zurita, Alejandro Peralta, Alfredo Muñoz, Álvaro Magaña, Andrea Oporto, Andrea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernánd
aldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Bruno Frugone, Carlos Coppo, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina O
olina Pérez, Catalina Muñoz, Catalina Pollak, Cecilia Busquets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristó
vo, Daniel Espinoza, David Aravena, David Bonomi, Denise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Pue
pe de la Jara, Felipe Villanueva, Fernanda Arancibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonz
ríguez, Graciela Rivera, Hernán Díaz, Hernán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Ja
parro, Jerson Godoy, Joaquín Bejares, Jorge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solima
án Naranjo, Karina Faúndez, Maite Bartolomé, Maite Otondo, Maite Ruiz, Marcel Molina, Marcelo Araya, Marcelo Leturia, Marcelo Parrao, María Adelina Gatica, María Patricia Aigne
iano Moreno, Marilén Castillo, Mario Pozo, Marisol Viteri, Mark Stephenson, Marta Lillo, Marta Munita, Matías Lobos, Mauricio Sánchez, Nancy Godoy, Nicole Aljaro, Oscar Sobarzo, Pa
nzález, Paola Azócar, Paola Palacios, Paula Casanovas, Paula Mella, Paulina Guzmán, Paulina Hartley, Paulina Valencia, Peter Toskana, Pierina de Vico, Pilar Gómez, Raúl Croquevielle, R
neda, Rebeca Videla, Renato Díaz, Ricardo Gac, Ricardo Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana González, Sandra Valenzuela, Sebastián G
a Lagos, Ursula Bravo, Vivian Hartley, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Vargas, Roberto Concha, Rodrigo Castillo, Rosita Perey, Rossana Migliaro, Roxana Gonzá
dra Valenzuela, Sebastián Gray, Tahía Lagos, Ursula Bravo, Vivian Hartley, Viviana Ponce, Ximena Capdeville, Ximena Izquierdo, Ximena Poblete, Alberto Infante, Alejandra Zurita, Alejan
alta, Alfredo Muñoz, Álvaro Magaña, Andrea Oporto, Andrea Waak, Andrés Mac Millán, Anita Vilas, Antonia Hernández, Arnaldo Aguilera, Bárbara Mac Cawley, Benito Riffo, Br
gone, Carlos Coppo, Camilo Silva, Carmen Gloria Rifo, Carmen Hidalgo, Carolina Fuentes, Carolina Ljubetic, Carolina Ortiz, Carolina Pérez, Catalina Muñoz, Catalina Pollak, Ce
quets, Charles Macdonald, Christian Fuentes, Claudia Quintana, Claudia Rebolledo, Cristián Adasme, Cristina Gutiérrez, Cristóbal Calvo, Daniel Espinoza, David Aravena, David Bono
ise Koryzma, Denisse Lizama, Denise Balart, Diego Palacios, Eduardo Oyarzún, Erick Silva, Estela Barría, Fabio Energici, Fabiola Puebla, Felipe de la Jara, Felipe Villanueva, Ferna
ncibia, Fernando Villa, Francisca Rencoret, Francisco Galdames, Francisco Soto, Germán Hidalgo, Gianfranco Zautzik, Gonzalo Castillo, Gonzalo Rodríguez, Graciela Rivera, Hernán D
nán Moena, Hugo Allevi, Inés Pascal, Isabel Escobar, Isabel Ruiz, Isabel Wolnitzky, Italo Guzmán, Jaime Arenas, Jaime Vidal, Janio Thomas, Javier Chaparro, Jerson Godoy, Joaquín Beja
ge Fredes, Jorge Lillo, Jorge Morales, José Ignacio Morales, José Manuel Silva, José Muñoz, Juan Carlos Moya, Juan Esteban Pérez, Juan Solimano, Julián Naranjo, Karina Faúndez, M