Sinop/sis.

A brand platform is established to position it as a socio‑cultural and commercial leader, enhancing the reading experience as a collective act. The pillars are: the power of recommendation, the warmth of the reading experience, the transparency of spaces for reflection, and innovative leadership. A tactical action, Sinop/sis, is developed, which uses data generated through user interactions to offer emotional value. It is divided into a digital component, with conversations on social media, and a physical one, with interactive screens in stores to explore recommendations and shared experiences.

This project is the result of my fondness for telling stories through objects, whether physical or not. Just as a pistachio and its shell can become the protagonists of a tragic story of separation and a great journey of resilience, everything we interact with lends itself to being humanized — including brands.

Stories are the best way to transmit the knowledge humanity has created; they immerse us in new scenarios, and through other people we can experience situations from which we learn and enjoy.

And that is what I have tried to do with this project: build the stage so that Casa del Libro can tell a story that connects with people, allowing them to discover, learn, and enjoy together.

To achieve this, the approach begins with defining a brand platform for Casa del Libro, derived from existing ones and from the conclusions of the diagnostic phase. Its purpose is to position the brand as a socio‑cultural leader and reference, in addition to its commercial role. The way to achieve this is by enhancing the intimate act of reading as a collective experience as well.

The four pillars supporting this purpose —and from which all tactical brand actions are derived— are: the power of recommendation, the warmth inherent to the reading experience, the transparency that legitimizes spaces for reflection and encounter, and the leadership demonstrated through relevant and innovative action.

This project designs and develops a tactical action that moves in that direction: Sinop/sis, data that does good. A system that guides readers seeking answers through books, fueled by data generated in interactions between Casa del Libro and its users to offer them emotional value.

It consists of two parts: one in the digital realm and one in the physical world. The digital component sparks conversations on social media with readers and booksellers through book‑related questions. All generated data is analyzed and given meaning so it can be explored on touchless interactive screens in stores, where users can discover, among other things, what our shared reading experience looks like or browse recommendation lists linked to specific moments.

Thank you for reading!