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William Afonso Cantú

William Afonso Cantú

Doctor of Philosophy
Trends Professor, Researcher and Graphic Designer

About

13
Publications
623
Reads
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6
Citations
Introduction
William Cantú has a PhD in Culture Studies | Trend Studies, from the ​University of Lisbon, holds a MA in Design and Visual Culture and a BA in Design from IADE. Main research areas: Trend Studies, Cultural Mediation, Strategic Design, Consumption, Branding, Cultural Design, Cultural Management, Cultural Production, Semiotics, Visual Communication, Fashion Theory, Visual Culture.
Additional affiliations
September 2020 - present
IADE
Position
  • Research Assistant
October 2019 - present
University of Lisbon
Position
  • Researcher
September 2019 - present
Instituto Português de Administração de Marketing
Position
  • Research Assistant
Education
December 2021 - January 2022
European University of Madrid
Field of study
  • Docencia Online y Competencias Digitales Docentes
September 2018 - August 2021
University of Lisbon
Field of study
  • Culture Studies
September 2016 - August 2018
IADE
Field of study
  • Design and Visual Culture

Publications

Publications (13)
Chapter
This work aims to explore the nature of sociocultural trend-related reports, considering their objectives and contents. These strategic objects are intelligence tools that guide social and business actors. After understanding their nature, we explore an adaptable structure that can guide the development of future trend-related reports from an acade...
Chapter
Cultural mediation is a process of conveying meanings in society and consumer-goods are their carrying vehicles. This essay addresses the movement of meanings between the culturally constituted world and cultural artefacts. It clarifies this process through the analysis of brands’ roles in conveying messages. Our methodological perspective approach...
Chapter
This paper aims to cross concepts and analytical approaches in culture, strategy and urban tribes to provide a process that can diagnose brand communication pieces and larger campaigns within a specific cultural landscape or larger contexts. With a mix of qualitative methods, this articulated critical approach allows for the understanding of brandi...
Article
Full-text available
Importa cada vez mais apresentar um roteiro de identificação e mapeamento de tendências de mentalidade e socioculturais e compreender como o mesmo contribui para o desenvolvimento de produtos e serviços no âmbito da análise e estratégia de tendências. O panorama presente dos Estudos de Tendências permite gerar um mapa teórico-conceptual basilar que...
Article
Full-text available
O principal objetivo deste artigo passa por ilustrar os potenciais benefícios na articulação de métodos e práticas como a semiótica, a análise de conteúdo e a imersão urbana no contexto dos Estudos de Tendências. Desta forma, articulando os principais autores que trabalham a análise de tendências socioculturais e estas práticas metodológicas, é pos...
Chapter
Full-text available
The main objective of this research is to understand the symbolic and cultural readings that the Cork-a-Tex yarn can have as a new fashion design textile. The methodology is divided into two parts: literary review and analysis. The literary review contextualizes the main themes of this paper and the analysis approaches both semiotic and trend metho...
Chapter
Full-text available
The present study addresses the textile technological innovation developed by Cork-a-Tex in terms of the cork thread, which presents itself as a sustainable object that answers to sociocultural changes and current mindsets, underlining a positive perception from the consumer’s point of view. The development of a thread using a natural and noble mat...
Chapter
The present article intends to articulate the subject of Branding and brand language synthesis contributing to a cross-cultural analysis in the areas of Branding, Graphic Design and Fashion. The perspectives approached here attribute a multidisciplinary method for the advantageous outcome of insights benefiting a more effective brand management. Th...
Presentation
Este trabalho visa analisar os elementos básicos que compõem as identidades visuais de marcas procurando entender qual é o significado por trás dos mesmos com enfoque sobre o quinto elemento de cada uma, respectivamente. As marcas que fazem parte da amostra em análise pertencem ao segmento de moda premium e têm todas o 5º elemento identificado — du...
Conference Paper
Full-text available
This paper explores the articulation of three cultural analysis approaches in order to provide data and insights that can be applied at a strategic level to generate and design better solutions – in terms of communication, product design and others – for consumption collectives. The attention to concepts and methods within the Humanities and Social...
Book
Com o conceito de liquidez cada vez mais presente numa sociedade plural em ideias e em opiniões discutidas com intensidade, os discursos das marcas desempenham um papel fundamental para compreender e contextualizar a moda no momento atual, bem como para mapear comportamentos socioculturais emergentes. Através das sínteses de linguagem visual e do c...
Presentation
Cork is a completely self-sustaining natural material and has a great potential to be adopted as raw material. Cork enhances positive social, economic and aesthetic opportunities and the synthesis of the research presented here intends to spread the range of application of cork and encourage designers to explore its experimentation and to adopt cor...

Network

Projects

Projects (3)
Project
As atividades de investigação e investigação-ação que se desenvolvem têm como objetivo principal mapear padrões de mentalidade que podem se traduzir em tendências emergentes. Temos em atenção os territórios urbanos, de modo a compreender a emergência de culturas criativas, e realizamos análises das representações e práticas de vários grupos sociais, incluindo subculturas e tribos urbanas, procurando sublinhar importantes contributos teórico-práticos que devem ser considerados ao nível da criação de objetos culturais, espaços, marcas e estratégias.
Archived project
Creative Cultures: Cities, Trends & Management. Este consórcio envolve atividades de pesquisa, treinamento e transferência de conhecimento em diversos domínios, através de vários subgrupos de trabalho (CEAUL, Culture & Communication Program, CIEBA, U. Lisboa). O nosso objetivo principal consiste em identificar e analisar o ADN cultural e criativo de Lisboa, de forma a identificar perspetivas que possam ser aplicadas a nível estratégico e político. Para tal, recorreremos à identificação comparativa de sinais criativos e de projetos em cidades como Barcelona, Tilburg, Londres e São Francisco.
Archived project
O projecto considera a pesquisa sobre um material, natural, ecológico potencial elevado e com múltiplas possibilidades no contexto de optimizar as soluções criativas e inovadoras: a cortiça.