Catarina Lélis

University of Aveiro | UA · Department of Communication and Art

The Impact Plan is a lively, informal, and original discussion on everyone’s responsibility toward making the world a better place. It resorts to the Hero’s Journey to tell that when you have a purpose and define a Why (which can — and most certainly will — change throughout your life) you’ll be able to select the most pleasurable, meaningful and i...

This book highlights how digital communication has brought about changes in branding, namely in design, the media, communication languages, the relationship with audiences, experience design, behaviour, culture, and brand management mechanisms. On the other hand, as it argues, artificial intelligence has opened the door to other ways of dealing wit...

At the turn of the millenium, non-conventional narratives and hyper-novels emerge, in which the story can unfold in, virtually, infinite possibilities and where the reader becomes an active and interactive participant. Likewise, contemporary brands admit a level of flexibility that allows them to develop and closely accompany a constantly evolving...

Communication design can well be framed as the heartland of effective communication. Brands are the result of a communication design exercise and their impact on lifestyles, either in terms of behaviour change or adaptation, ways of communicating, or one’s own perception of the human condition and the world, is well established. On the other hand,...

Logos have long been transporting the brand promise, which is confirmed by the carefully defined experiences the audiences have with brands. However, the new paradigms of interaction brought by social media, machine learning and big data have been shifting the power to the audiences, who are increasingly demanding less massified content and more hy...

Many contemporary brands have been embracing the dynamic spirit that currently defines society by assuming more flexible processes, increased levels of interaction with the public, mostly sustained by social media, and an orientation towards customer/user experience and storytelling. Such characteristics should be conveyed by the brand’s visual ide...

University students often struggle with choosing a topic for their final projects due to the lack of a supporting and defining framework for said selection. Should the student be oriented toward reflecting on how each of the possible topics to choose from can become an impactful project in the short, mid and long run, maybe that selection becomes a...

This research analyses the epistemological assumptions of the canonical marketing-led branding positioning models to explore the necessity of new epistemological stances and how design-led branding models could be of use when reaching these stances. Qualitative research has been done to explore how three well-known brands make use of design-led str...

When adapting an environment toward making it smarter than it is, every user is expected to develop a certain degree of design literacy to effectively contribute with and make use of relevant data. Little research has been done regarding both the expected level of users’ design literacy in smart environments and the developmental tactics for these...

Smart environments in the context of education have been embedding technologies easily adoptable by all and that support users in optimising life, greatly resorting in data visualisation tactics. This means every citizen is also expected to develop their design literacy in order to effectively be a data contributor, an information coder/decoder and...

At their course’s final years, both undergraduate and postgraduate design students are often presented with a pool of topics that they can select from to work on their major/final project. Some students struggle first with making this choice, and then, after the work is submitted, marked and the degree is completed, they have to deal with the frust...

Visual identities can be constructed from a number of elements which together can be described as the Visual Identity System (VIS). Typography is one of the VIS’s central elements. Typically, the VIS elements have been considered as static and associated with prescribable visual mandates; however, the hypermodernity paradigm boosted the notion of m...

Impact has become a goal for most academics, purpose is increasingly relevant for businesses, and value, among younger generations, is significantly moving away from its monetary attribution towards a more humanitarian conceptualisation. In this article, in order to identify a visual tool that could facilitate the evaluation of impact and value of...

Through the analysis of the epistemological assumptions of marketing-led branding models, this research investigates how these models aim to link brands with their audiences in terms of sense giving. Qualitative research has been done to explore three case studies, employing archive research, semiotics, and critical analysis. By relying on Plato’s...

Impact has become a goal for most academics, purpose is increasingly relevant for businesses, and value, among younger generations, is significantly moving away from its monetary attribution towards a more humanitarian conceptualisation. In this article, in order to identify a visual tool that could facilitate the evaluation of impact and value of...

The present research proposes to overcome the existing barriers of conventional recruitment processes in the creative industry. The current hiring interaction between creative companies and creative individuals faces a communication problem due to an imposed conversation mediated by recruitment agencies. This is usually conducted through standardis...

Smart environments in the context of education have been embedding technologies easily adoptable by all and that support users in optimising life, greatly resorting in data visualization tactics. This means every citizen is also expected to develop their design literacy in order to effectively be a data contributor, information coder/decoder and an...

Final years design students, both undergraduate and postgraduate, are often presented with a pool of topics that they can select from to work on their major/final course project. Some students struggle first with making this choice and then, after the work is submitted, marked and the degree is completed, with the frustration of leaving such projec...

Postgraduate students often face the constraints of overlapping non-academic duties, for which the timely completion of their degree can become a challenging commitment. Collective supervision grounded in milestones and shareable deliverables can help in providing them with a sense of progression whilst developing confidence in their own work

The brand is a powerful representational and identification-led asset that can be used to engage staff in creative, sustainable and developmental activities. Being a brand the result of, foremost, a design exercise, it is fair to suppose that it can be a relevant resource for the advancement of design literacy within organisational contexts. The ma...

At the end of the 20th century, the so-called new media allowed a large quantity of information to move around within innumerable interconnected nodes. Non-conventional narratives and hyper-novels emerge, in which the story unfolding possibilities are virtually infinite and where the reader becomes an interactive participant. Contemporary brands al...

The purpose of this paper is to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be taking place and renunciating the consistent use of corporate colours in some brands. The research consisted of a qualitative visual content analysis, based on the compari...

The brand is a powerful representational and identification-led asset that can be used to engage staff in creative, sustainable and developmental activities. Being a brand the result of, foremost, a design exercise, it is fair to suppose that it can be a relevant resource for the advancement of design literacy within organisational contexts. The ma...

Despite the abundant existing literature on the psychological aspects of graphology and visual communication, very little research (if any), has been conducted, as to the links of interpreting personal handmade markings on graphic self-branding processes. This research aimed to investigate possible interrelations between fields of handwriting analy...

The purpose of this study is to explore the relationship between attitude cons­truct variables and internal advertising construct variables, brand awareness and brand knowledge, and to explo­re the effectiveness of a flexible online brand center platform for internal em­ployee communication. The data consisted of fourteen interviews with 32 employ...

A brand is one of the most exciting assets of a company. It has the obvious purposes of identification, recognition, and differentiation, which are mostly directed to the external environment. But it is also responsible for transmitting intangible value, and for that reason, in the last decades, research has been demonstrating that the brand is als...

This paper is part of an ongoing research regarding the relationship between branding and moral values, focusing on Western postmodern societies. It is also linking, in a rigorous way, academic research and industry thinking. The aim of this research is to find out the relationship between branding and self-identity in terms of authenticity, which...

Brands are no longer defined as mere collections of product attributes and tangible benefits in which consumers rationally rely when making their decisions. In a hypermodern society construed by the facilitated access to information and continuous interactions, constructs such as mobility, flexibility and human-centricity are key to the way individ...

This paper is part of an ongoing research regarding the relationship between branding and moral values, focusing on Western postmodern societies. It is also linking, in a rigorous way, academic research and industry thinking. The aim of this research is to find out the relationship between branding and self-identity in terms of authenticity, which...

Visual identities are structured around their own Visual Identity Systems (VIS), forming a unit, which is extremely important for brands. Most brand guidelines systematise the VIS usage and application, ensuring consistency and brand recognition. However, for the dynamic and social processes that brands more recently became, the VIS can no longer b...

Peer Learning is broadly described as the development of knowledge or skills by individuals from similar statutory conditions who are learning from and with each other in both formal and informal ways. There is a considerable amount of published work on peer learning in the context of schools and undergraduate courses but little work has been devel...

This article describes an on-going investigation that explores the field of accessibility to blind people, trying to understand how they can “see” a street poster. This investigation aims to study how these individuals interact with urban space and understand what are the best strategies and interaction paradigms to use in this context. The main pu...

Brands undeniably constitute a significant asset for a company and are usually specified in its organisational strategy. Typically, employees are not invited to participate in debates or decisions about branding since they access brand information in a unidirectional way. Many of them do not even know how to convey appropriate messages and fail to...

This paper aims at providing a contribution to the comprehensive review of the impact of information and communication, and their supporting technologies, in the current transformation of human life in the infosphere. The paper also offers an example of the power of new social approaches to the use of information and communication technologies to f...

O presente estudo teve como principal objetivo perceber o contributo do uso da técnica Synectics no desenvolvimento do potencial criativo de estudantes do ensino superior universitário, num contexto de sala de aula. Assumindo uma natureza mista, pretende captar os dados, partindo das perceções dos próprios intervenientes no estudo de caso. Assim, e...

The present study aims to understand the contribution of the creative technique Synectics in the development of advanced graduation student’s creative potential, in a classroom context. Assuming a mixed nature, the aim is to capture data from perceptions of the case study’s participants. Therefore, this research involves an intensive and detailed s...

A complexidade comunicacional do sistema organizacional depende em muito da sua solidez e posicionamento de mercado. Sendo a identidade visual a tradução de toda a ação global da organização ou marca, o sucesso destas assenta nas suas ações autênticas, em consonância com uma comunicação verdadeira, de modo a inspirar a confiança dos consumidores. E...

A marca é a tradução global da identidade, da experiência e da comunicação, interna e externa, de uma organização. A identidade visual apresenta-a, enquanto materialização da sua missão, dos seus objetivos e das suas estratégias. Sendo a tendência a internacionalização e a estruturação de marcas globais, centralizadas no consumidor, o objetivo é de...

Organizational brand identity must be common and available to every employee; with consistent and participatory intentions, employees will be able (and willing) to follow and cooperate in brand knowledge integration and brand construction. However, this is not true in most large organizations with important brands and strong both brand and human re...

In the context of communication technologies’ dissemination and use for the generation of non specialized content (user-generated content) — which is also shared and used — it is pertinent to underline the participation of organizational human resources in the co-creation of the organizational brand. Such participation, however, faces some constrai...

The work presented in this poster is part of the theme of communication and accessibility and aims to understand the role of mobile devices in the way a blind person can "see" a street poster. It was in this context that became relevant to study how these individuals interact with the urban space and understand what the best strategies and interact...

The pace of change associated with the modern business world and recent developments in communication and information technologies highlights the importance of convergence and its repercussions on organizational brands which are major resources for sense of belonging and organizational commitment within workers. This paper presents a broad-spectrum...

Employees are critical and creative individuals, they're able to contribute to the brand of the organization they work for. Some of them enjoy experiencing graphical brand artefacts, but due to the lack of visual literacy they often damage the brand without even noticing it. In this paper, we propose that for employees to contribute with brand tang...

In most organizations, employees have deep needs of ownership and of representation of the organizational brand. They apply it in the way they think will be the most appropriate, based on common sense and goodwill. Thus, brand applications (and its defining style) are still, in many cases, not completely aligned with what the brand (as an instituti...

Institutional brand usually neglects internal members' (IM) contributions who, in other hand, don't understand the abstract values it represents and are often unaware of the specific rules governing the graphic brand's proper use. Although the distribution of brand guidelines, these are too technical and unattractive to those who are not specialize...

Modelo integrador de gestão da mudança pela gestão da identidade Abstract This paper displays a model that represents the joint effect of identity management and change management, and the relationships between them, based on knowledge transfer and communication processes which purges the organization preparing it for change. The model challenges t...

Branding 2.0 is a concept that defines a new way of exploring brands, integrating them in the digital language and in the new scale of needs, to respond more efficiently to the requests of well informed consumers, with multiple connections. However, the concept of Branding 2.0 keeps concentrating in external audiences. Institutional identity, compl...