O design e o merchandising como ferramentas de dinamização de uma personalidade

: o caso de Guerra Junqueiro

Abstract

The central focus of this project, entitled O Design e o Merchandising como ferramentas de dinamização de uma personalidade: o caso de Guerra Junqueiro, was the study of design and merchandising as essential tools for promoting the figure of Guerra Junqueiro, during the centenary celebration of his death (1923-2023). More than just developing and deepening knowledge about the poet, this initiative aims to serve as a means to spark curiosity for exploring this significant figure in Portuguese culture and demonstrate how, through a creative project, it is possible to add value and knowledge. By recognizing the importance of applying design and merchandising tools as the focus of this project, I explored the interconnection of these practices as means of communication and promotion in a dimension that had remained unexplored until now. The contemporary concept of marketing is defined by emphasizing the importance of design as a fundamental tool for creating products and experiences that meet the needs and desires of consumers. Design management is also discussed, highlighting the relevance of design management in the business context and its application in brand identity construction. Guerra Junqueiro is analyzed as a brand in itself, with its own identity. It is important to note the significance of design thinking as a tool for revitalizing the personality, considering the creation of a business plan that involves defining concepts, business models, strategic partnerships, and the development of a consistent visual identity. Despite the impressive imprint of the Junqueirian legacy, the work, actions and thoughts of Guerra Junqueiro remain relatively forgotten.This project aims to draw attention to this issue and encourage a greater interest in Guerra Junqueiro's figure and legacy, recognizing his impact on Portuguese culture and literature. The result is the creation of a merchandising line and the development of a reference website to promote Guerra Junqueiro as a brand.

Date of Award	15 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Henrique Manuel Pereira (Supervisor)