SPA – Sociedad por la Arquitectura
Role: Digital Strategy, Brandbook and Web Design
Client: SPA Independent collective
Year: 2024-25
Project Type: Digital Strategy and Web Design
Website: www.spa.com.ec
Project Summary
SPA (Sociedad por la Arquitectura) is an independent collective of architects and academics founded in Quito, Ecuador, to foster dialogue on urban decline, architectural practice, and the role of architecture as a cultural force. The project aimed to create a digital-first platform for critical reflection, debate, and dissemination of architectural thought. Through a strong brand identity and a comprehensive digital strategy, SPA positioned itself as a leading voice in contemporary architectural discourse in Ecuador.
My key contributions
- Directed the design of the Brandbook to ensure consistency across media and communication touchpoints.
- Developed the digital communication strategy, covering audience research, personas, SWOT and competitive benchmarking, and channel-specific tactics.
- Structured and designed the website for SPA, focusing on user experience, navigation, and integration with social media.
- Coordinated the creation and launch campaigns (expectation, launch, positioning), including copywriting, social media posts, and audiovisual content.
Experience Features
- Clear brand guidelines inspired by Quito’s identity: green (mountains), ochre (colonial rooftops), gray (stone and concrete), and white (clouds and colonial walls).
- A comprehensive digital ecosystem: website, Instagram, Facebook, and X profiles with curated content and campaigns.
- Campaigns such as Hotel Quito: What’s Next? and The Education of the Architect, designed to stimulate public debate.
Impact
SPA positioned itself as a recognized voice in architectural debate in Quito, raising awareness about issues such as urban abandonment, public space, and architectural education. Through its campaigns, SPA created a digital community engaged in discussions about sustainability, heritage, and the role of architecture in society.
Project process
1. Research & Strategy Development
Developed the digital communication strategy, covering audience research, personas, SWOT and competitive benchmarking, and channel-specific tactics.
2. Visual Identity Design
Directed the brandbook and design system inspired by geometric foundations of architecture and Quito’s cultural colors.
3. Digital Ecosystem Implementation
Directed the design and launch of the SPA website and integrated social media platforms.
4. Campaign Design & Launch
Directed expectation, launch, and positioning campaigns with tailored strategies for each channel.
5. Community Engagement & Results
Generated interaction through posts, reels, and articles that highlighted pressing issues in Quito’s urban and architectural context.
