William Cantú
APPROACH
Trends
I identify societal pattern of change in diverse levels such as emotional, behavioural, cultural or mindsets to be able to predict shifts and create strategic insights.
Coolhunting
I use coolhunting as a methodology to detect signals and trends manifestations focusing on the 'coolness' around the globe.
Branding
This discipline emerges as a field that crosses design knowledge with contemporary and cultural insights to be able to create value on brands and products as well as manage them.
Research
I believe research has to be done in a multidisciplinary way through all the processes. Related to the trend studies and analysis our approach to research reflects on an ethnographic inspiration practice.
Workshops
Giving workshops, lectures or even having informal conversations is a tool to disseminate knowledge but also a powerful engine to collect new data and inspiration from different tribes and people. Communication!
Culture
In my process, culture is seen as the lifestyle of a society which provides powerful information about tribes, consumers and its manifestations. Also, is related to the environment where trends emerge.
DEVELOPMENT
I adapt my processes depending on the project, always creating and developing awesome projects trough mapping mentality and behaviour patterns surrounding us.1. Analysis
Understanding and definition of the problems and questions that we will work with.
2. Coolhunting
Continuous research to find the attractive, inspirational and with future growth potential cultural signals that will boost the project.
3. Modellation
Adapting the research material, building coordinates and development of strategies to solve the problems.
4. Interpretation
Understanding the data to find useful clues resulting from the application of the proposed solutions trought a model to develop strategies for the final outline.
PROJECTS
I believe in the efectiveness of research to understand mentalities and the zeitgeist.
Popular
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In the past 24th of May I was at the Design Doctoral Conference in IADE - Universidade Europeia , Lisbon, to present a paper that I wrote w... -
Remembering a great Seminar we had at IADE last year (16/04/2018) with David Carson, one great designer and reference for my critical path. ...
Categories
About me
My process on creating awesome projects.
William A. Cantú
Teacher, Researcher, DesignerPhD candidate in Trend Studies. Teaching Assistant IPAM Lisboa and Universidade Europeia. Trends researcher and graphic designer working with (inter)national brands and developing new communication approaches. MORE
GET IN TOUCH
Feel free to drop me a line to contact me-
Lisbon, Portugal. Available worldwide.
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@williamacantu