Che Boludo
Description
James is an american who’s been living in Argentina for quite a while now. What struck him the most when he first arrived there, was that argentine’s spanish was nothing like the spanish he was taught in high school; full of colloquial expressions, gestures and insults. So he created the most complete guide to understand the complexity and curiosities of argentine culture.
Challenge
He reached us to convert this guide into an interactive app, and bring the argentine personality not only to its content, but also to its design.
Solutions
The guide puts emphasis on the argentine´s candid and expressive forms, so it was nothing but natural to make the app personality and tone of voice follow this manners. The formal aspects as well as the color palette incorporate traditional elements found in “fileteado porteño”. We created a unique graphic, that even though it refers to this classic technique, it fits a more modern medium in which it will be reproduced.
Impact
Translating the guide into an app opened an array of multimedia options to represent the identity printed in argentine´s gestures and vocabulary in the most faithful way. The app leans strongly on audio content in which users can hear the accent while reading both the spanish expression and its meaning.
