Diseño Holístico: branding from the essence

On Tuesday 10 November we're talking about branding at Ladies that UX Málaga, with Inés Arroyo Valencia.

Inés has spent over 20 years as an art director: she has worked for brands such as Disney, Adidas and BMW and has taught at the IED. She is the creator of Diseño Holístico (Holistic Design), a brand-building methodology she has developed and applied since 2018.

"Holistic" comes from the Greek holos, meaning wholeness. For Inés, a brand is a system: strategy, message and visual identity are designed together, which is why a coherent brand is recognisable at every touchpoint.

And how does this help us as product designers? It helps us understand a brand from the inside before bringing it into an interface, ask better questions during research, and defend design decisions backed by real strategy.

To show us how, Inés will walk us through her process step by step. We'll see how she asks the questions that reveal a company's real communication problem — often not the one the client thinks they have — how she turns those answers into a genuine tone of voice, messaging and values (real, not aspirational), and how she then translates it all into a visual system. All of it illustrated with real brands she has built using this method.

Hosted by Ladies that UX Málaga at Innovation Campus, Málaga Terrace (Calle Puerto 14). Free event — places are limited.