This project was developed as a communication campaign for Davivienda’s Culture Book, where I was responsible for the entire creative and strategic concept, as well as the design of the book itself (which cannot be publicly shared due to confidentiality agreements).

The main objective of the campaign was to introduce the Culture Book to all employees in a positive and engaging way, presenting it as a reflection of the company’s identity. The book was positioned as a collection of meaningful moments that represent, reinforce, and celebrate Davivienda’s work culture over time.

The campaign was structured in three phases: expectation, launch, and maintenance. Each phase was designed to gradually build curiosity, reveal the purpose of the book, and keep it present in the daily experience of employees.

A key element throughout the campaign was the phrase “Nuestra cultura se construye de grandes momentos”, which served as the conceptual anchor. This idea guided both the narrative and the visual direction, reinforcing the message that culture is shaped through shared experiences.

During the launch phase, I explored the concept through a visual rhetorical approach using a “tiny world” style. This allowed me to represent different cultural moments in a compact, symbolic, and visually engaging way—bringing together people, spaces, and experiences into a single scene. The intention was to make the abstract idea of “culture” feel tangible, relatable, and easy to understand.

Overall, this project reflects my ability to connect strategy and visual storytelling, creating a campaign that not only communicates a message, but also resonates with people and strengthens their sense of belonging within the organization.