Creative Direction for Taller Maya
Photo by Mariana Achach
Taller Maya is a Mexican collective brand, made up by artisan social companies established in the Yucatan Peninsula, and a multidisciplinary creative team that works for the promotion and development of the Mayan culture. Now Joel assumes the role as creative director of the brand which forms part of Fundación Haciendas del Mundo Maya, a non-profit organization which works with artisan groups of the Yucatan Peninsula in social and economic development projects.
As part of the creative direction project I’ll work with Taller Maya’s creative team and twenty-eight artisan social companies in the Yucatan Peninsula to create an develop new products, while also creating a communication and commercial strategy. All of this will not only strengthen the income source for these communities, but will also help to exalt and preserve the cultural and historical value of the mayan culture guarded by these communities.
Find out more about Taller Maya’s creative direction project.
Key Concepts
— Understanding of the brand and its capabilities
— Cultural context understanding
— Analysis of the artisan communities, their technique and manufacture capabilities
— Design and development of new products
— Conceptualization and execution of communication and commercial campaign
— Strengthening of current income channels
— New income and visibility opportunities for these social artisanal companies
— Structure of the creative department
