IXEL MODA: THE BRAND

1. Definition and products

Ixel Moda is a brand created under multi-sensorial communication parameters, based on experiences associated with the clothing universe within fashion and the different disciplines that come with design. Its concept parts from lifestyles, creative developments and innovation.

This brand was conceived by Erika Rohenes, entrepreneur from Barranquilla with several years of experience in the Colombian fashion world: the design and concept of the brand was entrusted to the company CD&I Associates for IDPE S.A.S. CD&I Associates is a multinational agency that operates in Canada, Spain, Germany and Colombia, winner of multiple awards and recognitions.

This brand seeks to create, through fashion and design, an important instrument for the integration and academic, commercial and cultural Exchange between American nations.

To find all of these, 7 basic products are proposed:

1. The Latin American Fashion Congress. A space created as the meeting place between the academy and the productive cycle which unites each year for 3 or 4 days the whole fashion industry.
2. Training. Training extended programs oriented to entrepreneurs and academics in Alliance with the Chamber of Commerce, Universities and entities that promote the sector.
3. Consultancies.  Creative consulting, technical, commercial or administrative advising for small companies and/or Universities or Educative Institutes, through the curator of Ixel Moda, its tutors and members of the contents committee or the scientific committee or other cooperative networks.
4. Lobby. This is the place where trainers, speakers, consultants and entities that promote the sector gather to develop their own training programs and assessments.
5. Publications. The documents that are result of this congress and the memories of the different training programs designed and developed by Ixel Moda, can be published in newsletters, magazines, thesis or printed and virtual books. 
6. Tv Programs.  Production and edition of TV programs associated with fashion as the result of the runways shown in the congress, training programs, interviews with specialists, styling consultants, among others: in association with regional, national and international broadcasting companies.
7. Souvenirs. Articles of practical, creative and artistic use to promote the congress and the specialized stores.

2. Brand Identity

The Brand. This brand is conceived as a single and Happy brand; that combines radiant colors; tastes like lemonade, coconut and rum, smells like breeze and fresh passion fruit; sounds in high tones, sounds like drums, Latin jazz and fusion; has a casual contemporary style with and ethnic touch; shows creative strength and if it were a verb, it would be “unite”.

Logo Symbol. IXEL is composed by the image of the sun with its seven color rays which represent the rainbow.

The Concept. Developed around the brand, the concept proposes images full of color and multi sensorial spaces that bring life with the own stories of the Latin culture, in order to make the academic context an entertaining scenery, full of magic and fascination, within the framework of such a seductive city like Cartagena de Indias.

The Name. This congress takes its name inspired in the mythical stories that interweave the Caribbean and that make part of the Latin passion and charm. 

3. “IXEL”, its name and legend

The congress takes its name inspired in the mystic stories that intertwine in the Caribbean and that make part of the Latin passion and amusement.

“The legend tells that in the times of our native ancestors, existed in honor of Goddess ICXEL, lady of textiles, rainbow and fertility, a small tribe known as IXEL. The story tells that this goddess asked great God of Sun Majaua that, with his seven children, the sun protected her lands and took care of her tribe´s habitants.
The seven brothers: Ciroi, Aananai, Rapú, Ibai, Bitko, Eubikai and Subinai, had a special gift but their father knew that only together they would be able to protect the tribe. One night, in order to test his sons, MAJAUA released a great storm that threatened to ruin all the crops and banish all the animals; in effect, just by uniting their forces, the seven brothers were able to make MAJAUA separate with a flash of lighting the clouds that covered the sky. That lighting took the seven brothers and elevated them into the sky, where today, next to MAJAUA, they protect their people. 
Since then, among the most ancient tribes of Center and South America, people talk about IXEL, and in the high mountains, when there is new harvest; a rainbow surrounds MAJAUA as a sign of integration, peace, prosperity and joyfulness.”

4. The Gods

Ciroi, God of hunting, always in search of food for its people; in the congress, this figure becomes the host of the ACADEMIC COUNCIL where investigation unites with professors and teachers.

Subinani, this mythical figure brings the equilibrium, the essence in business; converts in the space to present the ENTERPRENEUR FORUM. Subinani demarks de zone for entrepreneurs and traders.

Ibai, Goddess of creativity, Young blood that proposes new forms. This goddess is dressed in fuchsia color for the STUDENTS FORUM and the spaces designed for these new generations in fashion

Bitko, the God that communicates the information to his people. Bitko represents the areas in the congress where the press and media unite: JOURNALISTS CONGRESS AND PRESS ROOM.

Rapú, this figure that represents fairness, interpreter of the tribe, symbolizes union; this is how it is converted in to the scenery for the realization of the PLENARIES that integrate the whole industry.

Eubikai, glamorous, beauty icon. The Eubikai Goddess, used to captivate, at its step, all of the habitants of Ixel, therefore she is converted and in the inspirer and lady of the CATWALKS.

Aaanani, the most fun of all the Gods; represents the fruits of the earth, the party after the harvest. Queen of the leisure sceneries and of the SOCIAL AREAS of the congress.

Last but not least, Majagua, the king and father of the 7 Gods that brings life in the figure that represents the beginning; in this way, in the congress he represents the starting point, the REGISTRATION AREA.