My name is Diana. I am an Interactive Art Director / Designer. My happy (work)place involves brand, experience design, people and communication. Today, I belong in Hyper Island Stockholm, and I am looking for my next destination and team to create amazing things with.

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Future Legends

Solinco is an American tennis high-tech gear brand, relatively new in the Scandinavian market. Their string technology is unique in the market, and the brand stands for innovation and performance to enhance your gameplay.

The challenge/ Create an interactive irl experience for Solinco to raise awareness of the brand. Build a young and dynamic culture, identifying the brand.
The solution/ Future Legends Experience: a challenge against yourself and a tournament with the best. Come to the court and try out the gear. Pick the racquets and strings that suit you best. Challenge yourself by testing your performance and get live stats and data of your play. Compare them and if you qualify, play the tournament. The experience happens inside a state of the art court, where sensors, projectors and cameras have been installed. The winner of the tournament will be Solinco´s ambassador, sponsored by the brand. His journey will be followed through social media inspiring others and raising awareness. The players can keep their stats to update them and get coaching tips on their devces, maintaining a relationship with Solinco.

Team/ Diana Zuleta, Dan Smith, Gustav Jerdlartz, Thom Tessier, James Chung.
Role/ Art Direction. Project manager, concept, tournament logo, court interface design, production for film.

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Conscious Consumption

Medveten Konsumtion is a non-profit organization working to ensure people find it easy to consume in a better way through an online guide showcasing shops that offer environmentally friendly items.
 
The challenge/ Reach a greater web audience. We started by re-thinking the giude and when/where it should be present. We based the service around the insight that people love to talk about “eco”. We created a strategy for social media: consistent looks, channels to be present in, and how. We translated MK´s values into a core message that they can talk about and create conversations around. The guide was redesigned and made responsive for key purchase moments.
Why I love it/ Even though we were told not to, we touched up their logo! Working around user behavior made it possible to come up with the right message and a good service.
 
Team/ Diana Zuleta, Tobias Snäll, Lise S. Larsen, Calle Lancken, Dimas Wibisono.
Role/ Art Direction. Project leader, concept, strategy and message.

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Interactivity on wheels

Festival Imperial is the biggest music festival in Costa Rica.

The challenge/ Raise awareness and sales for the amazing event this was to be, with artists like Björk, Moby, Maroon 5, Flaming Lips and many others performing on its 4th edition. Create such an epic experience that by the end, people would buy tickets

The solution/ An interactive museum to go from the history to the new features of the Festival. We began with photos of past events, went through a projected mapped model of the venue, interacted with information of the invited artists and made the experience social through a social media connected photobooth. In a matter of a month, we designed and produced four interactive installations to go live inside of a trailer truck. From scratch- check out the “before” pictures of the truck! Analogue met digital with a combination of touch screens, large projections, lights, prints and old school tvs. in four experience rooms. Users could interact with these items, music a model of the venue, and finally share the experience with their friends through a digital photobooth.

Why I love it/ It was our first massive + moving installation ever and our biggest challenge so far. And in a trailer truck!

Team/ Pulse Live Media
Role/ Project leader and producer, Art Director
Comissioned/ Agencia Contenido

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Next Stop: Home

SOS Children´s Villages knows that everybody needs a home.

The mission/ Create a long lasting experience for the urban hipsters in Sweden to raise awareness for SOS Children´s Villages in Sweden.
What was done/ Driven by the strong connection of the concept of “going home” and how it relates to the SOS mission, we decided to create a service where users could relate their daily commute home to contributions for giving homes to children from SOS Villages. The method was iterative, with nonstop interviews, prototypes and everything in between
Why I love it/ Helping those who need it and solving a problem at once? Yes, please.

Team/ Diana Zuleta, Christin Malen, Enio Sarrias, August Segherholm, Tage Haun, Rodolfo Veludo.
Role/ Research, user experience, and voice over! Collaborated on concept and user interface

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6000 Colors

Protecto paints wanted us to make an interactive experience for their stores to show that they offer twice as many colors as their nearest competitor.

What was done/ Inspired by the 6000colors website, which captured people´s tweets that mentioned colors, we made the storefronts of Protecto a huge screen that read tweets in real time. When a color was mentioned, the storefront would be painted to match.

Why I love it/ This installation was a lot of fun to make, and it was up to the users to make it real. Great collaboration with the agency and being awarded and shortlisted was amazing!

Role/ Concept and installation design
Comissioned and teamed with TribuDDB in Costa Rica
Winner of gold at Ojo de Iberoamérica
Shortlist at Cannes Lions Outdoor Digital

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OMA

OMA/ Visual identity design for a small environmental consultancy.

What was done/ Design of visual identity. Hand lettering and illustration, as well as stationary pieces.
Why I love it/ The chance to do hand lettering was probably the best part, plus this is a project close to my heart.

Role/ Concept and Design

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Interactive snapshots

The Digital Photobooth was first created for self promotion.

The idea/ Creating a fun experience for friends and fun. We decided to build a booth where people took their pictures in an innovative way. Old school design met tech with a camera powered by proximity sensors and arduino. Just wave to the camera, smile and share online. We placed the booth at an industry event. Since then, the booth has been used by many big brand names and organizations.
Why I love it/ It started out as an experiment and became so much more!

Team/ Pulse Live Media
Role/ Concept and design.

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Digital design archives

Digital design for different platforms including big screens, interactive surfaces, web and applications for social media.

Role/ Design and/or Art Direction

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Transitarte

Transitarte is the annual summer festival held by the city council of San José.

What was done/ A stylization of the visual identity from previous years. Design of a complete graphic system from information design, maps and booklets with the details of the three day festival, newspaper and magazine promotional design, t-shirt design, among others.
Why I love it/ I was able to design for thousands of attendees, an audience as diverse as it gets.

Role/ Art Direction and Design

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Diana Zuleta A

Email/ info@dianazuleta.com
Mobile/ +46 072 285 8980
Twitter/ @diana_zuleta
Skype/ diana.zuleta

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