{"id":5052,"date":"2025-09-10T21:49:41","date_gmt":"2025-09-11T00:49:41","guid":{"rendered":"https:\/\/www.heydiseno.cl\/?p=5052"},"modified":"2025-09-10T21:49:42","modified_gmt":"2025-09-11T00:49:42","slug":"storytelling-2","status":"publish","type":"post","link":"https:\/\/www.heydiseno.cl\/cerramos\/2025\/09\/10\/storytelling-2\/","title":{"rendered":"Umine: Cuando el redise\u00f1o de marca es \u00abs\u00f3lo\u00bb cuesti\u00f3n de Storytelling"},"content":{"rendered":"\n

En Hey! Dise\u00f1o, nos apasiona el branding y la creaci\u00f3n de identidades visuales impactantes. Sin embargo, en ocasiones, surge un proyecto que nos impulsa a ir m\u00e1s all\u00e1 de lo convencional, a desafiar nuestras metodolog\u00edas y a descubrir nuevas formas de generar impacto. Umine fue uno de esos proyectos.<\/a><\/p>\n\n\n\n

Esta innovadora empresa de recursos humanos, con su plataforma de gesti\u00f3n de personas, capacitaciones y cursos especializados, nos contact\u00f3 con un desaf\u00edo particular: unificar la voz de su equipo y construir una imagen coherente y potente frente a sus clientes y audiencia. A pesar de haber pasado por un proceso de rebranding, sent\u00edan que a\u00fan les faltaba una pieza clave en su estrategia comunicacional.<\/strong><\/p>\n\n\n\n

El Proyecto Umine: Un Enfoque Singular en el Storytelling<\/strong><\/h2>\n\n\n\n

Desde el inicio, Umine se distingui\u00f3 por una solicitud singular: enfocar el trabajo exclusivamente en el storytelling, dejando de lado la identidad visual. Para Hey! Dise\u00f1o, acostumbrados a integrar el storytelling, la voz, el tono y los mensajes clave dentro de proyectos de branding m\u00e1s amplios, este desaf\u00edo represent\u00f3 una oportunidad innovadora que abrazamos con entusiasmo.<\/p>\n\n\n\n

Nos sumergimos profundamente en el universo de Umine, captando su propuesta de valor, objetivos y, crucialmente, las diversas audiencias: clientes, inversionistas, colaboradores y partners. La meta era forjar un relato cohesivo y potente que resonara en cada uno de ellos, disipando la fragmentaci\u00f3n de mensajes que afectaba al equipo.<\/p>\n\n\n\n

\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

El Storytelling como Pilar Estrat\u00e9gico<\/strong><\/h2>\n\n\n\n

Este proyecto cristaliz\u00f3 la esencia del storytelling. Va m\u00e1s all\u00e1 de narrar historias atractivas; se trata de edificar un discurso estrat\u00e9gico que genere conexi\u00f3n emocional, comunique los valores de la empresa y la posicione s\u00f3lidamente en la mente de su p\u00fablico. Mediante un proceso de investigaci\u00f3n, conceptualizaci\u00f3n y redacci\u00f3n, dimos forma a los componentes del Manual de Storytelling de Umine.<\/strong><\/p>\n\n\n\n

Este manual, el resultado tangible de nuestro trabajo, contempl\u00f3 un Manifiesto De Marca<\/strong> que encapsula la esencia y prop\u00f3sito de Umine, Pilares Narrativos<\/strong> que definen los temas centrales de su comunicaci\u00f3n, Mensajes Clave<\/strong> dise\u00f1ados para ser claros, concisos y memorables, y siendo a\u00fan m\u00e1s concretos: 4 presentaciones personalizadas<\/strong>. Cada una de estas presentaciones fue cuidadosamente elaborada pensando espec\u00edficamente en la audiencia a la que iba dirigida, asegurando que el storytelling de Umine hablara directamente a las preocupaciones e intereses de clientes, inversionistas, colaboradores y partners.<\/p>\n\n\n\n

\"storytelling-marcas\"<\/figure>\n\n\n\n

Hey! Dise\u00f1o: Un Giro Estrat\u00e9gico en la Comunicaci\u00f3n con Umine<\/strong><\/h2>\n\n\n\n

El proyecto Umine marc\u00f3 un antes y un despu\u00e9s para Hey! Dise\u00f1o, no solo por transformar la estrategia comunicacional de nuestro cliente, sino por impulsarnos a explorar el storytelling de forma independiente. Esta incursi\u00f3n nos permiti\u00f3 validar el inmenso poder de la narrativa como herramienta estrat\u00e9gica, incluso cuando se desvincula de la identidad visual.<\/p>\n\n\n\n

Este desaf\u00edo nos ense\u00f1\u00f3 el valor de la flexibilidad y la adaptaci\u00f3n, impuls\u00e1ndonos a salir de nuestra zona de confort y a innovar en metodolog\u00edas para satisfacer las necesidades \u00fanicas de cada cliente. El \u00e9xito de Umine consolid\u00f3 nuestra creencia en que un storytelling bien construido unifica, persuade y genera una imagen de marca s\u00f3lida y coherente, cimentando una comunicaci\u00f3n efectiva y una marca memorable.<\/p>\n\n\n\n

Umine es la prueba fehaciente del poder del storytelling y de la capacidad de adaptaci\u00f3n de Hey! Dise\u00f1o. Nos record\u00f3 que el dise\u00f1o gr\u00e1fico y el branding trascienden lo visual<\/a><\/strong>; se trata de construir significado y conectar con las personas a trav\u00e9s de historias aut\u00e9nticas y relevantes. <\/p>\n\n\n\n

Si buscas un enfoque fresco y desafiante para tu marca, donde el storytelling sea el protagonista, en Hey! Dise\u00f1o estamos listos para acompa\u00f1arte en esa aventura.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

En Hey! Dise\u00f1o, nos apasiona el branding y la creaci\u00f3n de identidades visuales impactantes. Sin embargo, en ocasiones, surge un proyecto que nos impulsa a ir m\u00e1s all\u00e1 de lo convencional, a desafiar nuestras metodolog\u00edas y a descubrir nuevas formas de generar impacto. Umine fue uno de esos proyectos. Esta innovadora empresa de recursos humanos, con su plataforma de gesti\u00f3n […]<\/p>\n","protected":false},"author":1,"featured_media":5062,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3,6],"tags":[18,650,623],"class_list":["post-5052","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-hey-diseno","tag-branding","tag-startup","tag-storytelling"],"yoast_head":"\nCaso de Estudio: El Storytelling de Umine - Hey Dise\u00f1o<\/title>\n<meta name=\"description\" content=\"Umine: Cuando el Storytelling Transforma una Estrategia Comunicacional y desaf\u00eda a Hey! 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