Estrategia de comunicación visual para banda de rock con músicos neurodivergentes de Guayaquil

Abstract

This integrative project focuses on the rebranding and visual communication strategy of Aspy Band, an independent musical group from Guayaquil composed of neurodivergent young people diagnosed with Asperger’s syndrome. The hypothesis states that, through a coherent and meaningful graphic design strategy, the band can better project its identity, strengthen its positioning within the local music scene, and raise awareness about the inclusion of people with life conditions such as Asperger’s syndrome. The proposal is justified by the need to consolidate the group’s image in order to generate a greater cultural and social impact. For the development of the proposal, both primary and secondary research methodologies were applied, including interviews, surveys, participant observation, and analysis of visual references. These inputs made it possible to define the target audience profile and establish a solid communication concept, which served as the basis for the design of a comprehensive brand manual, accompanied by the restyling of the logo, color palette, typography, visual universe, and pieces adapted to different formats. The results allow Aspy Band to project itself more professionally both on and off stage, strengthening its presence on social media, boosting the commercialization of merchandising products, and contributing to breaking stereotypes around neurodivergence. In this way, graphic design is consolidated as a tool for cultural transformation that amplifies the band’s voice and generates a positive impact both in the music scene and in society. Keywords: rebranding, visual communication, neurodiversity, rock, independent musicians