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SHAPE: Brand Identity & Audience Strategy for NGO in Saint Helena
When SHAPE, a small social enterprise on the island of Saint Helena, asked me to create their first new brand identity in 20 years, I knew the work couldn't start with design. It had to start with listening. This is the story of how we built a visual identity from the voices of the people SHAPE serves, and why how it was introduced mattered just as much as how it looked.
Cecilia Arroyo
May 113 min read


Assessing Martech Platforms: A Capability Perspective for Business Value
Martech platforms are essential for modern businesses, but evaluating them individually overlooks crucial interdependencies
Cecilia Arroyo
Jun 17, 20232 min read


Thread-lightly: Effects of Co-Branding between Luxury and Retail Fashion Firms.
Master thesis Cecilia Arroyo, University of Amsterdam, Business Administration
Cecilia Arroyo
Jan 16, 20232 min read


About Celebrities, Fashion and the Digital Revolution: Consequences of the Influencer Era in fashion
Introduction Grace Kelly carried the Hermès Sac à Dépêches bag in 1956, bringing it momentum and turning it into a staple of glamour, to...
Cecilia Arroyo
May 15, 20216 min read


BARTENDER - Content Strategy
As part of the International Bachelor on Communication and Media course "Communication Management", myself and other three students...
Cecilia Arroyo
Dec 11, 20201 min read


CIC Rotterdam - Content strategy
As part of the International Bachelor of Communication and Media Honours Programme in Erasmus University, the group of 18 students was...
Cecilia Arroyo
Dec 11, 20208 min read