Value Creation for Biodiversity Sectorial Communication Strategy by Tekio, Collective Intelligence Agency

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DESIGN DETAILS
DESIGN NAME:
Value Creation for Biodiversity

PRIMARY FUNCTION:
Sectorial Communication Strategy

INSPIRATION:
-Biodiversity, life and its dynamism, the coexistence, and exchange of energies that feed each other and generate value -Collective well-being of multiple and sustainable impacts -Preservation. Long-term perspective -Balance and friendliness

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A visually appealing system was developed applicable in rural and traditional contexts as well as in the premium markets to characterize products and services with biodiversity-friendly practices. This strategy addresses a multi-target audience while positioning the value for the biodiverse friendly attribute as a movement.

OPERATION / FLOW / INTERACTION:
The system was designed to become a movement rather than a stamp or a certification by a third party. Instead, this strategy seeks to live in different contexts and evolve as a peer certification. A manual contains the primary strategy for leading institutions to promote. Also, sensitive guidelines for producers were developed taking into consideration the different levels of sophistication of their products paired with group workshops. For the basic positioning, three sequential stages were considered: Launching, Knowledge, and Loyalty. The pilot campaign was launched at the end of 2018 and it’s currently looking for further funding.

PROJECT DURATION AND LOCATION:
From September 2017 to October 2018. First launching started in November 2018 and is currently ongoing nationwide in Mexico.

FITS BEST INTO CATEGORY:
Meta, Strategic and Service Design

PRODUCTION / REALIZATION TECHNOLOGY:
All of the printed materials use biodegradable inks and paper from biodiverse friendly forests in Mexico.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Several merchandising materials. Variable dimensions

TAGS:
#PositioningStrategy, #Strategy, #ValueCreation, #System, #Tekio, #Co-Creation

RESEARCH ABSTRACT:
Our methodology consisted on an ethnographic and anthropological field research and a co-creative approach with stakeholders and experts. 1.Understand the concept of Biodiverse Friendly and the context in the six systems of production: ecotourism, honey, forestry, silvopastoral, coffee and cacao 2.Contrast findings with the experiences of the Associations of Producers 3.Validate the coincidences between systems and actors 4.Identify the differential essence of the attribute 5.Design the differentiation value architecture 6.Communication strategy and positioning strategy

CHALLENGE:
- To differentiate the Biodiverse Friendly attribute in products and services within the growing market of eco-friendly products - To define the characteristics and values of the attribute - To generate a solution for products and services that was also functional for the six systems of production and to the actors involved in the system - To develop a system applicable in rural and traditional contexts as well as in the premium market - To include various institutions with a broad variety of needs and perspectives, in different stages of development - To distinguish Biodiverse Friendly from a stamp or certification

ADDED DATE:
2019-03-01 20:48:39

TEAM MEMBERS (9) :
Marcela Quintana, Mervyn Cruz, Ana Lacorte, Citlalli Mazariegos, Diego Carpio, Tania Pineda, Guadalupe Isaac, Salvador Alcántara and Óscar Hernandez

IMAGE CREDITS:
Andrés Rivera González

Visit the following page to learn more: http://amigableconlabiodiversidad.mx/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
TEKIO, Collective Intelligence Agency

PROFILE:
TEKIO is a collective intelligence consultancy firm. We design and articulate strategies with a multidisciplinary collaboration model that consolidates relevant and meaningful value proposals. By considering a systemic approach, co-creative solutions, and hands-on implementation programs, we design strategic solutions that respond to complex and changing contexts. We specialize in framing uncharted territories, understanding complex ecosystems and account for the needs of multiple stakeholders with our unique co-creative approach. With a proprietary methodology based on the natural process of learning, we reach key stakeholders to understand specific opportunities, deliver relevant solutions and facilitate the ownership of strategies. Our methodology: - Helps to anticipate future conflicting topics - Respond to the stakeholders’ needs - Generate value that withstands the course of time As a core driver, in TEKIO we continuously aim at developing projects that transcend quandaries and prompt actual transformation in people.

NOMINATION DETAILS

Value Creation For Biodiversity Sectorial Communication Strategy by Tekio, Collective Intelligence Agency is a Nominee in Meta, Strategic and Service Design Category.

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AWARD DETAILS

Value Creation For Biodiversity Sectorial Communication Strategy by Tekio, Collective Intelligence Agency is Winner in Meta, Strategic and Service Design Category, 2018 - 2019.



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