{"id":4123,"date":"2026-02-22T15:50:45","date_gmt":"2026-02-22T14:50:45","guid":{"rendered":"https:\/\/lauraforerodesign.co\/?post_type=portfolios&p=4123"},"modified":"2026-03-06T11:02:03","modified_gmt":"2026-03-06T10:02:03","slug":"ecoembes","status":"publish","type":"portfolios","link":"https:\/\/lauraforerodesign.co\/?portfolios=ecoembes","title":{"rendered":"Ecoembes"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Ecoembes<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t

Content Strategy & Editorial Systems
for Social Media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t
ART DIRECTION - SOCIAL MEDIA STRATEGY - MOTION & GRAPHIC SYSTEMS\n<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
Client
Ecoembes<\/b><\/h6>
\u00a0<\/h6>
Rol
Content Strategy\u00a0<\/strong>
Editorial Framework Design<\/strong>
Art Direction<\/strong>
Motion Design & Animation<\/strong>
Visual Systems Development<\/strong>
Video Editing & Postproduction<\/strong><\/h6>
\u00a0<\/h6>
Creative Copywriter
Daniel Vega<\/strong><\/h6>
\u00a0<\/h6>
Designer
Jordi Portillo<\/strong><\/h6>
\u00a0<\/h6>
Social Media Strategy
Elena Vega<\/strong>
Teresa Guilleuma<\/strong>
Irene Hern\u00e1ndez<\/strong>
Teresa Oca<\/strong>
Julio Fern\u00e1ndez-Sanguino<\/strong><\/h6>

\u00a0<\/p>

Tools
Adobe Creative Suite
AI-assisted tools <\/strong><\/h6>
\u200b<\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Ecoembes works in a complex and highly visible environment. It operates under strong regulation, public scrutiny and constant media attention.<\/h5>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

In this context, communication cannot focus only on creativity. It must build trust, explain processes clearly and respond to real concerns from citizens and companies.<\/p>

In 2025, the brand faced an important moment. New environmental regulations, public debate around recycling targets and the future implementation of the SDDR system required a more solid and transparent communication approach.\u00a0At the same time, Ecoembes had just launched a renewed brand identity and purpose:<\/p>

\u201cPor un futuro sin residuos\u201d.
<\/strong>(For a waste-free future)<\/em><\/p>

My role was to help translate that purpose into a structured, sustainable content ecosystem for social media. The objective was not to create isolated posts, but to design a long-term editorial system that could support reputation, educate citizens, reinforce relationships with companies and adapt to different platforms without losing coherence.<\/p>

From the beginning, the project was approached as a strategic and visual framework.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Strategic context<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The 2025 strategy was built on a clear premise: social media had to become a space for dialogue and leadership.<\/strong><\/p>

The content needed to do three things at the same time. It had to reinforce Ecoembes as a trusted institution. It had to explain the recycling system in a transparent way. And it had to expand the conversation beyond recycling, towards circularity, reduction and ecodesign.<\/p>

This meant working with three major audiences in parallel: citizens, companies and potential employees.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

This meant working with three major audiences in parallel: citizens, companies and potential employees.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Editorial architecture<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The content ecosystem was organized into five editorial territories. These territories were flexible and allowed us to evolve content during the year without losing direction.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\t
BRAND CREDIBILITY <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This pillar focuses on strengthening the reputation of Ecoembes as an organization. The content supports corporate communication, employer branding and long-term positioning.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

\n\t\t\t\t\n\t\t\t\t\t
SYSTEM CREDIBILITY <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This pillar aims to improve public trust in the recycling system. The content explains how the system works, how materials are managed and what impact is generated.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

\n\t\t\t\t\n\t\t\t\t\t
CONTRIBUTION <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This pillar is aligned with the purpose for a waste-free future. It highlights actions that go beyond recycling, such as reducing, reusing, repairing and rethinking consumption habits.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\t
SCIENCE, INNOVATION & ECODESIGN <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This pillar focuses on research, innovation and applied solutions within the circular economy. Through initiatives like The Circular Lab, it communicates entrepreneurship, technological development and packaging design strategies that aim to reduce waste and improve environmental systems.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

\n\t\t\t\t\n\t\t\t\t\t
ENVIRONMENT & SUSTAINABILITY <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

This pillar covers environmental topics and sustainability challenges. The content informs and educates about climate, biodiversity and responsible practices.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\t\t\t\t

Each content line was developed to respond to one or more of these territories.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

From strategy to visual system<\/h2>\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The pieces were visually simple in structure, but carefully designed to combine motion graphics, light 3D elements, typography and editing. The goal was to make complex information accessible without losing credibility.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t

I translated strategic principles into modular visual systems that could scale across formats and platforms.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Recurring formats were designed as adaptable templates. This allowed consistency while keeping space for creative evolution and collaboration with illustrators, creators and internal teams.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tSYSTEM CREDIBILITY<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tSCIENCE, INNOVATION & ECODESIGN<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Infinite Piece<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Infinite Piece is a recurring animated format that shows the complete recycling cycle of a specific type of packaging. From purchase to disposal, and finally to its transformation into a new product.<\/p>

Each edition features a different illustrator. I handled motion design and animation, ensuring coherence in timing, rhythm and narrative clarity. It visually demonstrates circularity in a clear and understandable way.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t
<\/div>
<\/div>
<\/div><\/div><\/div>
<\/div>
<\/path><\/g><\/g><\/g><\/svg><\/div>
Ver esta publicaci\u00f3n en Instagram<\/div><\/div>
<\/div>
<\/div>
<\/div>
<\/div><\/div>
<\/div>
<\/div><\/div>
<\/div>
<\/div>
<\/div><\/div><\/div>
<\/div>
<\/div><\/div><\/a>

Una publicaci\u00f3n compartida de Ecoembes (@ecoembes)<\/a><\/p><\/div><\/blockquote>\n