“Mercado Los Huertos” is a local market in Segovia which consists of 5 different food stands, focused on Latin American products. We were tasked with researching the market in order to find ways to help the IE University Segovia community engage more with the businesses. We interviewed the owners of the stands, students and observed the way people interacted with the market.

One of the main findings was the need to create more contant engagement between the IE students and the businesses. The first step was to rebrand the market to produce a strong image which would make them stand out. The rebrand looked to combine the values and key aspects which represent Segovia, the IE community and latin cluture. This rebranding would be applied to social media platforms to create more engagement, and to the promotion of events to encourage the community to visit the market more often.