If there’s one thing that we love about our team, it’s that each and every member excels in their specialist area. Eugenia Apolo, our Uruguay-born Graphic Designer, is a great example. Passionate about design, advertising, and art, Eugenia first studied Advertising at Universidad Argentina de la Empresa before moving on to Graphic Design at the DaVinci Multimedia Art School.
She’s not only creative and innovative in her role at Omnifique, but she has an excellent capacity for thinking outside of the box, which is probably one of the reasons why she was recently awarded the Silver Medal at Argentina’s Premios Obrar, a prestigious advertising award. We asked her to share a little of the experience with the Omnifique community…
What can you tell us about the award you recently received?
E: The official name of the award is the Student Category Silver Recognition. Premios Obrar, now in their 11th year, are prestigious recognitions, managed and distributed by the Argentine Publicity Council and awarded to those who create the most effective positive impact campaigns.
The more positive the message and the greater the favorable effect on the local community, the more chance your campaign has of winning an award. In the past, social, economic, and environmental realities have been the winning campaigns’ themes, some of which have specifically asked for the community to rise up, take action, and do some good.
What did you have to do to win the silver recognition? What can you tell us about the campaign you created?
E: The campaign focused on Public Good, in particular on the increased number of cases of child grooming brought on by the context of the COVID-19 pandemic, and was titled “Let’s Avoid the Spreading of Grooming.”
Initially, there was no plan to enter the campaign in Premios Obrar. Still, its creative and communicational potential gradually became more apparent, and the opportunity was seized. Many universities and creative schools dedicate time throughout the entire academic year to creating campaigns especially for these awards, so to earn Silver without such preparation was a real surprise and honor.
What can you tell us about your role at Omnifique?
E: I’m responsible for the design of all communications and for keeping our branding on point across all online and offline mediums. I’m a kind of “Brand Guardian,” if you will, working as part of the Marketing team to ensure that the visual essence of Omnifique remains consistent and effectively transmits our brand values.
How have you impacted the visual elements of Omnifique’s branding?
E: I think my arrival sparked a positive change in the overall look and feel at Omnifique. The decision to hire a full-time Graphic Designer was an important one. This year, I’ve spent my time focusing on three main areas: all design requirements for each company sector, a boost in the brand’s presence via all B2B and B2C communications, and the development of a clear identity on social media. Brand recognition has increased as a result, which is a real achievement for any startup.
What are the challenges of creating a visual identity for a brand like Omnifique, targeting such a niche audience?
E: Without a doubt, it’s the level of investigation required. Niche market brands, like Omnifique, are always demanding when it comes to market research. I spend a great deal of time studying the demographics, tendencies, and characteristics of the target audience we have in mind before I can even begin to consider getting to work on an artistic level. It’s a challenge I face daily.
How do you make design decisions on a daily basis?
E: Quite simply, I rely heavily on our Brand Guidelines, which is just as it should be. Our established guidelines really help to remain consistent in color, font, photography style, and image content. The more consistent we are, the easier we make it for our target audience to recognize our online content and connect.
I’m also conscientious about taking care of the “high end” aspect of our brand image, submerged the Omnifique community into a pool of colors and unique details that ooze “deluxe experiences.”