Encuentro de Imagen MMXX

// About this project

Project Summary

The Encuentro de Imagen MMXX: Nuevos Documentalismos (Image Encounter MMXX: New Documentalisms) is an art event where we launched a call to invite artists to participate in a group exhibition and surrounding events based on a relevant topic: New ways to document reality.

Art Encounter
Art exhibition
Digital Media
Public Event
Web and book exhibition

“The second Art Encounter, MMXX New Documentalisms, It’s an invitation to create and reflect images in code of one of the fundamental contemporary communication languages: The documentary. We live in an era of information in which technologies for the production of imagery have been miniaturized, simplified and commercialized on a global scale, which has enabled a big quantity of persons to become producers/consumers of the image…”

Taken from the event Call for artists.

Text by Raul Ruiz.

Picture of photograph category gallery room.

// The Challenge

The problem

We faced a big challenge in that year regarding the logistics and feasibility of an event during a lockdown. We needed to find a way to gather all artists around and make possible the dialogue that characterizes and enriches an Art Encounter through digital media.

Context

During the 2020 lockdown due to the pandemic, the encounter aimed to stimulate reflection on the documentary genre and its current dynamics with contemporary art, as well as its relationship with new communication technologies.

My Role

As part of a two-person team, we divided responsibilities and tasks. My primary responsibilities included:

Rebranding of the event and standardization of the design system
Graphic, editorial, and web design
Marketing for the event
Creating forms for participating artists
Dissemination and outreach

Shared Responsibilities

Managing artists and their applications
Managing spaces and permits
Overseeing the intern and trainee team
Art jury duties
Exhibit setup
WordPress site setup
Site content management
Live streaming
Event record-making
Artwork delivery and reception
Ensuring the integrity and safety of the artwork

Picture taken in the autocinema where we projected the documentary film "La cordillera de los sueños" director: Patricio Guzmán.

Abstract from the event catalogue.

Picture taken at the gallery main room.

Centro de Arte Bernarndo Quintana Arrioja.

// Solution

My Proposal

Faced with a new global paradigm, we decided to rebrand the event and expand its marketing reach by combining classical exhibition formats with digital ones.

We invited artists to submit their work, either in physical or digital formats, and displayed them in a physical gallery. This was recorded and turned into a virtual 3D tour with a corresponding website. We also organized additional events, including live-streamed talks, virtual meetings between artists and academics, and an autocinema showcasing documentary films.

Social Media post inviting to web conference. Imparted by: Alicia Candiani.

Estrategy

My process steps

Internal planning
Location and resource management
Communication strategy design
Rebranding
Copywriting and design of all materials
Disseminating the call for artists
Reviewing proposals and jury selection
Artwork delivery and reception
Exhibit setup in the gallery
Artwork and layout photography
WordPress site setup and content management
Live streaming of the event inauguration
Promoting the web exhibit
Returning artwork to artists
Creating the exhibit book

Rebranding

We needed to give the event a fresh image, as the first edition lacked standards and cohesive meaning.

The branding didn’t align with what we envisioned for a contemporary art event. The new brand needed to encapsulate the symbolism of the topic while being flexible enough for future editions.

Logo

The original logo worked for the first encounter, but I wanted something more minimal. The new logo uses simple elements, gathered at a point in the center of the composition, with the event’s name on top and the year at the bottom—symbolizing a gathering point.

Brand

Since the topic focused on new ways of documenting reality, the event’s imagery and graphic elements needed to dialogue with that. I decided to frame documentary photographs in irregular shapes, with the outside information blurred. This symbolizes the artist’s eye and technology used to document reality, where we can see what is shown but not the complete picture, as it’s impossible to capture reality in a single frame.

Set of assets created for social media and publicity.

Abstract from new design for the event.

Past emission logo and redesign.

Marketing approach

Without a paid ads budget, I focused on an organic social media strategy and dissemination through digital magazines, weblogs, traditional media and academic institutions to promote our call for artists.

I designed carousel posts for my university’s social media platforms, which we then shared with other entities. With the validation of our university, I was able to contact and convince several media outlets to replicate our content, helping to expand our reach.

Social Media

Laboratorio de Imagen
Universidad Autónoma de México
Universidad Autónoma de Querétaro
Dirección de Innovación y Creatividad Cultural
Solo Convocatorias de Artes Plásticas
Convocatorias De Arte Contemporáneo - Latinoamérica
CONVOCATORIAS DE ARTE
Convocatorias Artísticas
Convocatorias de arte
Invitaciones y Convocatorias, Artistas Plásticos
Por amor al grabado
Pmp Grafix: Foro De Grabado, Y Técnicas Gráficas, Y Del Papel Artesanales
Arte y Cultura Querétaro
Agenda Cultural Querétaro
Difusión de Arte y Cultura en Querétaro
FotoJueves Nómada

Web Platforms

Traditional Media

Radio

Crece la voz 89.5fm
Noticiero Cultura 107.5fm
Radio Querétaro RTQ 100.3fm
Secretaría de Extensión Universitaria 89.5fm

TV

TvUAQ
RTQtv
TvUNAM

Press

Prensa UAQ
Diario de Querétaro
El Universal
Prensa UNTREF
Faud.emprende
Universidad Autónoma de Occidente

Evidence collection of some of the press and social media post outside ours.

// Impact

Results

That year’s edition yielded great results. We doubled the number of participating artists and tripled the number of submissions, receiving nearly 200 entries.

After jury review, 83 artists from countries such as Germany, Cuba, Spain, Argentina, the USA, Colombia, Brazil, Italy, Chile, and Mexico exhibited their work.

We set a new standard for the event’s image and management, which has been reflected in subsequent editions. Although I am no longer involved, we laid a solid foundation for future organizers to build upon.

Photo of team making the artwork archive

Picture of the set used to make the artwork record for the website and book.

// Key Quotes

Key takeaways

The greatest achievement was achieving international reach and creating a successful event despite the challenges of the COVID-19 pandemic and lockdown.

Personally, I gained valuable experience in managing an event, leading a team, and implementing problem-solving strategies. I also developed new skills, such as website creation and executing a marketing campaign without a budget, which enriched my project management and design abilities.

Special Thanks to Raul Ruiz, Wouldn't be possible without you.

Picture of the inauguration streaming, I can be seen in the controls.