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Construcción de identidad visual para el posicionamiento del emprendimiento de extensiones de pestañas Lash By Valeria
(Universidad Santo Tomás, 2026-10-09) Julio Angarita, Tiffany Valeria; Pérez Peña, Natalia; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001390537; https://scholar.google.com/citations?hl=es&user=m1SuUj0AAAAJ; https://orcid.org/0000-0001-8896-475X
The purpose of this undergraduate thesis is to develop a comprehensive visual identity proposal for Lash By Valeria, a business specializing in eyelash extensions. This research arises from the need to strengthen the business’s market positioning within the beauty industry, a highly competitive market in which differentiation depends on both the technical quality of the service and the consistency, clarity, and effectiveness of visual communication. In this context, visual identity becomes a strategic resource that helps convey professionalism, build trust, and establish a strong brand image among an increasingly discerning audience that values coherent aesthetic experiences. The initial assessment revealed that the business lacked a clearly defined visual identity, resulting in inconsistencies in its digital communication and negatively affecting perceptions of professionalism and quality. The absence of clear graphic guidelines made it difficult to establish a recognizable and consistent brand image, particularly on platforms such as Instagram and WhatsApp, which serve as the primary channels of interaction with clients. This situation highlighted the need to develop a structured visual system that would unify communication and strengthen the business’s market presence. The methodology combines a qualitative and design-oriented approach, incorporating theoretical frameworks on visual identity, brand communication, aesthetic perception, and business models applied to the beauty industry. Through interviews, the analysis of visual references, a review of trends, and an assessment of the business’s current situation, the conceptual and strategic foundations for developing the proposal were established. Additionally, the Business Model Canvas was used to understand the business structure and align the visual identity with its value proposition. The results demonstrate that developing a coherent visual identity contributes significantly to the business’s market positioning by improving perceptions of quality, trust, and professionalism. The proposed visual identity includes a logo, a color palette, a typographic system, a graphic style, and usage guidelines designed to ensure visual consistency across the various points of contact with the target audience. Furthermore, digital applications and promotional materials were designed to strengthen the business’s presence on social media and within its service environment. In conclusion, the proposal demonstrates that graphic design is a strategic component in the establishment and consolidation of emerging brands in the beauty industry. Visual identity not only organizes communication but also conveys values, creates meaning, and generates coherent aesthetic experiences that influence audience perception. This project highlights the importance of integrating graphic design into business model structures, particularly in industries where brand image and customer experience play a decisive role in purchasing decisions.
Sostenibilidad Empresarial y Valor Financiero Estrategias de Reducción de Huella de Carbono e Incentivos Fiscales en el Contexto Energético Colombiano
(Universidad Santo Tomás, 2026-10-09) García Ochoa, Anny Sirleny; Castellanos Gonzalez, Luis Eduardo; Sosa Quintero, Luis Fredy; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000498718; https://scholar.google.com/citations?user=Doa2HCYAAAAJ&hl=es; https://orcid.org/0000-0001-5382-7501
This article examines the relationship between the adoption of corporate carbon footprint reduction strategies and financial value creation in Colombia's energy sector, within the framework of tax incentives established by Law 1715 of 2014 and Law 2099 of 2021. Using a mixed-methods approach that integrates analysis of three international benchmarks Ørsted, Iberdrola, and AES Andes, with three national case studies ISA, Celsia, and TermoemCali, and a discounted cash flow model with a 7% real cost of capital built through CAPM from Colombia's country risk premium (Damodaran, 2026), the study quantifies the effect of incentives on investment profitability. The analysis reveals that, with a properly estimated cost of capital, renewable energy projects are viable even without incentives, and that the decisive contribution of incentives is to multiply created value and accelerate capital recovery: the net present value of a 50 MW wind farm rises from 38,794 to 105,963 million pesos, and the internal rate of return of a 10 MW solar plant increases from 10.6% to 15.6%. The present value of the tax shield equals close to 20% of invested capital once the limit imposed by the minimum tax rate of Law 2277 of 2022 is applied, and places the levelized cost of energy well below the thermal marginal cost. The study also proposes four financial-environmental indicators -Green ROI, carbon-adjusted EBITDA, carbon intensity over revenue, and greenium- to monitor this type of project. The ISA and Celsia cases empirically confirm that sustainability and financial performance are complementary objectives. The article concludes with differentiated strategic recommendations by company profile.
Lineamientos para la revisión de los POT, específicamente del espacio público natural, tomando como modelo la caracterización de los lugares naturales con vocación de espacio público del municipio de Santa Rosa de Osos, Antioquia
(Universidad Santo Tomás, 2026-10-09) Restrepo Montoya , Laura Catalina; Sanabria Salcedo, Angélica Viviana; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000688185; https://orcid.org/0000-0003-1132-4679
This research addresses the relationship between natural places, public space, and territorial planning processes in the municipalities of Northern Antioquia, Colombia. The study arises from the need to establish criteria to identify, characterize, and assess natural places that may have the potential to develop a public space vocation, while considering their environmental, landscape, territorial, legal, social, accessibility, management, and risk conditions. The municipality of Santa Rosa de Osos is selected as the territorial reference, from which a characterization of natural places is developed and assessment criteria are established for comparison with the territorial conditions of other municipalities in the subregion. Methodologically, the research employs an integrated territorial analysis strategy combining documentary and regulatory review, cartographic analysis, direct observation, fieldwork, characterization forms, and information provided by territorial stakeholders. The process is structured around three stages: characterizing, establishing, and formulating. The results include a characterization structure based on eight territorial dimensions, an assessment criteria matrix, and three methodological categories: natural place with a public space vocation, conditioned vocation, and conservation priority. Finally, guidelines and a methodological route are proposed to strengthen the incorporation of the natural component of public space into the review processes of the Territorial Planning Plans of Northern Antioquia.
Professional internship report carried out at dialectica Colombia S.A.S.
(Universidad Santo Tomás, 2026-10-09) Ramírez Mejía, Nicolás; Diego Ramírez Castellanos; Universidad Santo Tomás
Consulting firms, private equity funds, and hedge funds require first-hand market information to make strategic decisions and advise clients. Since such information is not always publicly available, expert networks have emerged as intermediaries connecting these organizations with specialists possessing direct market knowledge. This report describes the professional internship of Nicolas Ramirez, a student at Universidad Santo Tomás and KEDGE Business School, at Dialectica Colombia S.A.S., where he worked in the Client Service Team (CST) from February 9 to August 9. His responsibilities included expert sourcing, engagement, qualification, and logistics to provide high-quality profiles to consulting firms. The report draws on the author's professional experience, including daily candidate sourcing, outreach activities, and screening processes. It also examines the industry's economic and regulatory environment. During the internship, the author recruited 23 Non-Network Specialists (NNSPs). He was recognized as the CST's top-performing intern in April and received company-wide recognition during Dialectica's quarterly All Hands event. Additionally, he proposed an improvement plan to standardize AI-assisted project research during intern onboarding, facilitating the handling of new projects and improving operational efficiency. The internship highlights the importance of information asymmetry and intermediation in a growing global industry. It also identifies opportunities to optimize internal processes through artificial intelligence, potentially enhancing productivity and improving the performance of future interns.
Evaluación de Sostenibilidad y Planificación Predial Participativa, en Unidades Familiares Productivas Campesinas como Estrategia Para la Conservación de Servicios Ecosistémicos en El Páramo Rabanal Vereda Boquerón - Ventaquemada - Boyacá
(Universidad Santo Tomás, 2026-10-09) Bernal Moreno, Sandra Carolina; García Villamarín, Camilo Andrés; Castro Ortegon, Yuddy Alejandra; Pérez Alarcón, Cristian Alejandro; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001656245; https://scholar.google.com/citations?user=tIGqwQgAAAAJ&hl=es; https://orcid.org/0000-0001-7976-8933
The Rabanal páramo is an important strategic ecosystem for water supply, hydrological regulation, and carbon sequestration. However, it faces anthropogenic pressures resulting from the expansion of the agricultural frontier, particularly associated with potato monoculture and overgrazing, practices that have altered its ecological functions. In the rural settlement of Boquerón, in the municipality of Ventaquemada, these dynamics have generated socio-territorial tensions between stringent environmental regulations and the traditional livelihoods of peasant family production units (Unidades Familiares Productivas Campesinas, UFPC), whose members often perceive these regulations as external constraints on their well-being. The main objective of this study was to formulate sustainable development strategies for UFPCs in Boquerón aimed at conserving the ecosystem services provided by the Rabanal páramo. A mixed-methods approach and a non-experimental research design were employed, incorporating community participation. Five UFPCs were assessed using the Framework for the Evaluation of Natural Resource Management Systems Incorporating Sustainability Indicators (MESMIS), through 29 indicators across the environmental, social, and economic dimensions. The analysis was complemented by ATLAS.ti software to process community perceptions and by QGIS, together with participatory mapping, for spatial analysis and the development of a proposal for farm-level spatial reorganization. The results showed that the assessed units exhibited an intermediate level of sustainability, with scores ranging from 2.3 to 2.9 on a five-point scale. This situation was characterized by a high dependence on potato monoculture and pesticide use, which jeopardizes long-term natural capital. Regarding ecosystem service perceptions, water resources were the most highly valued service. However, a technical contradiction was identified: farmers demonstrated a high level of water-use management but limited conservation of water sources. Furthermore, the loss of traditional knowledge and biocultural memory was evident, largely due to the migration of young people to urban areas. The study concluded that sustainability in the area is transitional and fragile, requiring a shift from empirical management practices toward technical farm-level planning. The proposed sustainable planning instrument was based on reorganizing farm plots to establish biological corridors, living fences, riparian buffer protection zones, and crop rotation systems. This proposal emerges as a technically feasible alternative with the potential to improve soil health, protect water sources, and enhance ecological connectivity. Finally, the study recognized that effective páramo conservation requires a transition toward participatory governance that acknowledges peasants as key stakeholders in ecological restoration and as stewards of ecosystem services.