DESIGNER FOR SAJU – MALALE Design

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TYPE OF PROJECT: Client project

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Experience Designer & Graphic Designer

CONTEXT : Colombia

During my work, we designed playful, community-centered brand experiences across digital and physical platforms that engaged communities with the brand. We collaborated with companies such as McDonald’s, Volkswagen, and Corona. The most relevant projects included the Sajú Experience The Monkey’s Road Trip and the Ronald McDonald House Foundation collaboration.

TOOLS: Participatory Design, Innovation Methodologies, Ai , Pr, Ae, Ps, 3d rhino, keyshot, Shopify

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All creative rights and intellectual property related to this project are owned by Saju.

THE SAJU EXPERIENCE

The Sajú Experience combines digital and physical interfaces to let customers recycle plastic and manufacture their own glasses. With over +1,000 successful hands-on making experiences, we decided to take the project further by turning it into a traveling experience that reached more than 20 cities across two countries.(My role in this project involved shaping the concept of a journey across Colombia as a way to interact with people and connect with different regions of the country. I also designed the website for scheduling the Sajú Experience and created the graphic pieces that supported and enhanced the experience).

Collab with McDonald

Together with McDonald’s, the Ronald McDonald House Foundation, and SOS Children’s Villages, we created a limited-edition eyewear collection inspired by McDonald’s. The glasses were sold in McDonald’s stores across Bogotá, Colombia, and 40% of the sales were donated to support children and families facing long-term illnesses.(My role focused on developing an advertising campaign that connected emotionally with audiences, resulting in high engagement and increased product sales).

The Saju Experience and was a highly innovative projects that required both digital and physical interfaces to support the journey and engage people with a do-it-yourself mindset. The experience was so successful that it evolved into “El Road Trip del Mono”, in collaboration with Volkswagen, bringing the project to different regions across Colombia. It became a cultural phenomenon and even reached Costa Rica. We created brand experiences that truly involved the community and aligned naturally with Saju’s cultural values.

Create a physical space that allows people to take part in the process of creating their own glasses, choosing the color and frame, while fostering a human connection with the brand.

Create a mobile trailer that could connect with community urban spaces, transforming parks into hands-on experiences where people could engage with the brand and create their own recycled glasses.

We used visual codes from the McDonald’s universe combined with the Saju universe to invite the audience to guess our next collaboration. This strategy generated strong attention and high engagement across our platforms.

We played with the McDonald’s universe to create both the copy and the visuals, which helped us strongly connect with the community.

The project that donated 40% of its profits and achieved strong participation and attention from both brands’ audiences.

Team: Nicolas Pradilla - Gerardo Vesga - Santiago Puentes - Juan Pablo Pradilla - Juan Manuel Agudelo