Pregrado Diseño Gráfico

URI permanente para esta colecciónhttp://hdl.handle.net/11634/153

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Level Up: Juego de Mesa Interactivo para la Enseñanza de la Educación Sexual.
(Universidad Santo Tomás, 2026-07-27) Salazar Rodríguez, Tatiana; Salazar Rodríguez, Tatiana; Universidad Santo Tomas
This research and development project aims to design an interactive board game to strengthen sexual education learning processes among young people aged 18 to 21 in the Chapinero district of Bogotá. The proposal arises from the need to explore alternative pedagogical strategies that address sexuality through participatory, dynamic methodologies closely aligned with youth experiences, moving beyond traditional approaches focused solely on information transmission. The study was conducted using a qualitative approach with a descriptive and projective scope, employing an applied research design focused on creating a concrete solution to a social problem. Data collection methods included semi-structured interviews, diagnostic surveys, a review of local initiatives, and a comparative analysis of existing educational games. These processes allowed for the identification of young people's perceptions, needs, and interests regarding sexual education and their preferences in play-based learning experiences. Based on the findings, the interactive board game Level Up: Sex Without Mysteries was designed, integrating content related to sexual and reproductive rights, consent, prevention of sexually transmitted infections, and responsible decision-making. During the prototyping and initial validation phase, it became evident that, although the educational content was relevant, the game's dynamics did not reach the expected level of interaction and entertainment, and were perceived as lacking dynamism by the participants. These results highlighted the importance of the iterative process inherent in research and creation, in which prototype evaluation is a fundamental input for redesigning and improving the proposal. The project offers insights into the role of design as a pedagogical tool and demonstrates the potential of interactive board games to create meaningful learning experiences in sex education.
Sumare, Cuidar al Viajar
(Universidad Santo Tomás, 2026-07-22) Saganome Mendez, Laura Valentina; Henao Peña, Valentina; Cortes Rodrigez, Laura Juliana; Pérez Peña, Natalia Carolina; Universidad Santo Tomas
This degree project is based in the field of graphic design, specifically within the context of responsible tourism. Its starting point is the growing problem of non-responsible tourism in destinations of high ecological and cultural value, a phenomenon that has generated negative impacts in the municipality of Tota and Lake Tota, in the department of Boyacá. In light of this situation, the research aims to answer the following question: how can graphic design, through an editorial proposal, raise awareness among young tourists (ages 18 to 35) about the impact of their actions during travel, while simultaneously promoting responsible tourism practices? To answer this question, a visual communication strategy was designed based on an editorial piece, the development of which involved a systematic process of research, creation, and validation with users. Regarding its structure, the document is organized into sections that coherently articulate the theoretical, methodological, and design-related components of the research. First, the problem statement, research question, and general and specific objectives are presented. Next, the justification is developed, which argues for the disciplinary relevance of the project based on the qualities of graphic design as a tool for cultural mediation, as well as its temporal feasibility. Subsequently, the methodological design is presented, which adopts a qualitative approach with a project-based orientation and is structured into sequential phases of research-creation, systematization of the experience, and prototype evaluation. Then, the systematization of the experience is addressed, detailing the following aspects: what was systematized, why it was important to do so, a summary of the experience developed, and the context of the situation addressed. Next, the systematization plan is presented, which includes subsections such as the purposes of the systematization, the central aspects to be analyzed, historical recovery, information classification, critical interpretation, the sources used, the procedures, and the products obtained. After that, the work schedule is presented in the form of a field diary, significant learnings are analyzed, and a topic for reflection with academic discussion is proposed. Finally, the development of the editorial prototype is described, the final proposal that demonstrates the analysis and contribution of the experience is presented, conclusions are stated, and the bibliographic references that theoretically and methodologically support the study are listed.
Ache Emprendimiento
(Universidad Santo Tomás, 2026-07-22) Arévalo Pinzón, Valentina; Lagos, Claudia Ximena; Universidad Santo Tomás
This undergraduate thesis presents the development and approach of the ACHE entrepreneurship (Educational Tools Creation Agency), an entrepreneurial initiative that integrates design, pedagogy, and innovation to contribute to the strengthening of the Colombian educational system. Based on an analysis of the educational context and a market study conducted in 2025, the project identifies challenges related to student disengagement, the lack of educational resources, and the difficulties teachers face in teaching and learning processes. In response to these needs, ACHE proposes the creation of educational tools grounded in meaningful learning, gamification, and the use of visual and digital resources, promoting more dynamic, inclusive, and student-centered learning experiences. The document outlines the strategic, legal, and operational components required for the establishment and sustainability of the venture, including its visual identity, regulatory framework, and business model. As part of the proposal's validation, a Virtual Learning Object (VLO) entitled "The Explained Don Quixote Book" , serving to assess the feasibility of the initiative and establish a reference for the development of future educational products and services. Overall, the research demonstrates ACHE's potential as an agency committed to educational transformation through innovative, humanistic, and context-based solutions that promote access to higher-quality education.
Agencia 18% Agencia De Diseño Grafico Multidisiplinar
(Universidad Santo Tomás, 2026-07-27) Ramos Gomez, Santiago; Lagos Moreno, Claudia Ximena; Universidad Santo Tomas
18% Agency is a multidisciplinary graphic design agency based in Bogotá, created to provide comprehensive solutions by combining visual communication, audiovisual production, and physical prototyping through 3D modeling and printing. The 18% Agency project is built upon a human-centered approach that places both the client and the end consumer at the heart of the creative process, thus conceiving design as an ethical service oriented toward the common good and human development. The agency's value proposition lies in its ability to transform abstract client concepts into real, tangible products, thereby bridging the technical gaps often faced by various sectors, such as educational institutions and sports organizations. Furthermore, the agency serves the large-scale event market with high production volumes. To achieve this, an "on-demand editing" methodology was implemented for high-impact events, such as motorcycling competitions. For this model, the agency developed a web platform (18% Agency, n.d.) to generate watermarked previews of all content and leverage WhatsApp as a sales closing channel, optimizing production times and ensuring swift content distribution. The agency's operational model complies with international ISO quality standards (ISO 12647 for graphic technology and ISO/ASTM 52900 for additive manufacturing), while also adhering to Colombian personal data protection regulations. Thus, the agency establishes itself as a strategic partner specializing in branding, mass audiovisual coverage, and customized solutions that effectively connect the digital environment with the physical world.
Lulú Decoraciones
(Universidad Santo Tomás, 2026-07-27) Bolivar Castañeda, Maria Fernanda; Riveros Venegas, Libet Angelica; Universidad Santo Tomás
This study aims to assess the current situation of Lulú Decoraciones, an entrepreneurial venture dedicated to the design and production of personalized decorations for children's celebrations, in order to identify improvement opportunities that enhance its competitiveness and long-term sustainability. A qualitative descriptive-analytical research approach was adopted, applying strategic tools such as the Business Model Canvas, SWOT analysis, the Problem Tree, the Pareto Principle, Buyer Persona, Empathy Map, and the Design Thinking methodology. The findings revealed weaknesses in visual identity, brand communication, commercial offer organization, and business formalization. Based on these results, several strategic proposals were developed, including the creation of a comprehensive visual identity system, service packages, a brand identity manual, a product catalog, and an implementation plan aimed at strengthening market positioning and business growth. The study concludes that graphic design plays a strategic role in improving communication, increasing brand recognition, and supporting the sustainable development of Lulú Decoraciones.
Práctica Empresarial
(Universidad Santo Tomás, 2026-07-15) Montoya Rosas, Julian Esteban; Cabra Sánchez, Juan Enrique; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002170112
During my professional internship at Trébol Colombia S.A.S., I had the opportunity to work as a UX/UI designer, participating in the corporate website redesign project. The main goal was to refresh their digital presence, improve the browsing experience, and align the visual identity with the values and services offered by the company as a specialist in technological solutions. The process started with a project kickoff meeting, where the objectives, team expectations, and general guidelines that would guide the design were defined. In this first stage, we discussed the tastes and styles they wanted to reflect, as well as the problems found in the previous version of the site, which included outdated visuals, poor usability, and an excess of technical jargon in the communication—factors that made it hard for the audience to understand the services. With this information, I created a first high-fidelity prototype using Figma as the main tool. The design included a modern, visually clean proposal with a functional structure aimed at making navigation easier for users aged 25 to 60, mainly company executives and CEOs interested in tech services. However, when I presented the prototype in a review meeting, the team felt that the proposal didn’t fully reflect the brand identity, so we decided to restart the process from scratch to build a stronger foundation.
Diseño de un libro Ilustrado como herramienta de sensibilización sobre la inclusión de niños con discapacidad
(Universidad Santo Tomás, 2026-07-08) Rivera Ortiz, Jennifer Natalia; Torres Ruiz, Denize Asceneth; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000079173; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002379779; https://scholar.google.com/citations?user=WCVp5EAAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-8011-5347
This systematization work explains the research-creation process developed in the Latidos de Cancha project, a narrative proposal aimed at children aged 6 to 8, designed to raise awareness about the inclusion of people with disabilities. The research was conducted from a qualitative and reflective approach, focusing on the creation of an illustrated book as a functional prototype and on the analysis of the methodological, visual, and narrative decisions implemented during the process. The project integrated a theoretical review of inclusion, social design, and children's narrative, as well as processes of conceptualization, character development, illustration, editorial production, and exploratory testing with child users. From this experience, significant learnings were identified related to inclusive representation, the importance of visual narrative, and the adaptation of the design process to real-world production conditions. The systematization allowed for an understanding of design as a critical practice capable of articulating communication, experience, and social awareness from childhood, demonstrating the potential of the illustrated book as a narrative tool for addressing inclusion from non-stereotypical perspectives.
Cromalia: el diseño de un libro infantil interactivo que fortalece la práctica de actividades de artes plásticas.
(Universidad Santo Tomás, 2026-05-31) Gómez Ordoñez , Gabriela Andrea; Martínez Ortiz , Claudia Milena; Poveda López, Danna Sofía; Rivera Latorre , Laura Valentina; Hernández Contreras, Jeice Dayana; Riveros, Lisbet; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002367715#; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000096336; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002370822; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002371098; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002367726; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002367715; https://orcid.org/0000-0002-1486-1333; https://orcid.org/0009-0005-8100-8665; https://orcid.org/0009-0009-0099-3376; https://orcid.org/0009-0007-3931-4313
CROMALIA is a children's editorial design project developed as an undergraduate thesis at the School of Graphic Design of Universidad Santo Tomás (Bogotá, 2026), aimed at creating an interactive illustrated book —both analog and multimedia— for children aged 6 to 9, with the purpose of enhancing the learning of visual arts practices. This systematization of experience analyzes how the design decisions made throughout the project enabled a shift from a traditional conception of the book as an informative object toward its understanding as a space for mediation, interaction, and creation. The project was carried out using a qualitative methodology based on Design Thinking, structured in four phases —data exploration and collection, data analysis, ideation, and testing— which allowed for a progressive approach to the needs, perceptions, and forms of interaction of the child audience. Through an iterative process that included fieldwork, prototype construction, and user validation, a tension was identified between classical editorial design structures and the ways children relate to content. The systematization focused particularly on the development stage of the second prototype, the moment in which the creative team's meaningful learning became explicit: moving from a design centered on aesthetics and information toward one that articulates analog interactivity (pop-up mechanisms), augmented reality, and a harmonious integration between text and illustration. The results show that, unlike the first prototype, the second one achieved a transformative impact on users, as validated through testing sessions that revealed greater interest, sustained attention, and emotional connection with the material. In conclusion, the project demonstrates that children's editorial design, when developed with a clear pedagogical and experiential intention, has the capacity to turn books into dynamic experiences that strengthen children's learning and emotional connection with editorial material, contributing a replicable methodological approach to the field of children's editorial design for future similar projects.
Crown of grace
(Universidad Santo Tomás, 2026-07-06) Mañuzca Novoa, Paula; López Galeano, Andrés Mauricio; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001603993; https://scholar.google.com/citations?user=EYA4wNUAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0002-0600-635; https://orcid.org/0009-0009-7126-5253
Crown of Grace is a graphic design project that develops a Christian-inspired fashion jewelry and jewelry accessories brand by integrating research-creation, community co-creation, and 3D printing technologies. The project evolves from the Territorio Moda (2025) initiative, shifting the concept of territory from a shared geographical space to the human body as the primary space where faith is expressed. Drawing on Christian Trinitarian iconography and collaborative work with Protestant Christian communities in Bogotá, the project creates a visual identity and communication system that transforms accessories into meaningful expressions of faith, identity, and cultural belonging while contributing to the Sustainable Development Goals related to innovation, responsible production, and reduced inequalities. The research identifies a gap in the local accessories market, where few proposals successfully combine Christian identity, cultural relevance, and emerging manufacturing technologies. In response, Crown of Grace proposes a line of accessories developed through ethnographic research, participatory co-creation, visual communication strategies, and additive manufacturing processes. The project demonstrates how graphic design can articulate identity, technology, and cultural values to create authentic products that strengthen community representation and contemporary visual communication. Ultimately, Crown of Grace positions design as a tool for innovation, cultural expression, and sustainable product development within faith-based communities.
La ruta dulce: una historia, un sabor y una tradición
(Universidad Santo Tomás, 2026-07-18) Muete Jaimes, Gabriela Sofia; González Otalora, Yesid Orlando; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002297306; https://orcid.org/0009-0000-4205-831; https://orcid.org/0009-0007-1819-689
The Sweet Route is a research-creation project developed from the field of graphic design, whose main purpose is to make visible the work of sugarcane farmers from Villeta and highlight the cultural, historical, social, and economic value of panela as a representative symbol of local identity. The project emerges from the need to preserve a rural tradition that, despite being fundamental to the history and economy of the municipality, has gradually lost recognition in the face of contemporary social and cultural transformations (UNESCO, 2003; García Canclini, 1999). This project seeks to understand the importance of panela not only as a widely consumed product in Colombia, but also as a cultural heritage built through the work, memory, and traditions of panela-producing families in Villeta. From this perspective, graphic design is proposed as a tool for visual communication and social transformation capable of strengthening territorial identity, cultural appropriation, and the recognition of rural farming communities (Papanek, 1971; Bonsiepe, 1999). As the main outcome of the research, an illustrated intercultural map of Villeta will be developed as an interactive and narrative graphic piece that tells the story, flavor, and tradition of the so-called “Sweet Land.” The map will include illustrations of rural districts and the urban area of the municipality, highlighting representative locations related to panela production, traditional commerce, cultural heritage, and natural tourism (Lynch, 1960). In addition to the illustrated map, the project will include complementary graphic pieces such as illustrated pins, interactive flyers with QR codes, and editorial resources designed to strengthen the visual, cultural, and tourism experience of La Ruta Dulce. The research will be carried out through a qualitative methodology based on research-creation and the systematization of experiences, using tools such as interviews, field observation, photographic records, and historical documentation (Jara, 2018; Hernández Sampieri, 2014). Ultimately, La Ruta Dulce aims to demonstrate how graphic design can contribute to preserving cultural memory, strengthening identity-based tourism, and redefining the value of panela farmers within the historical and cultural construction of Villeta.
Actividades de apoyo en el laboratorio ARKA
(Universidad Santo Tomás, 2026-05-26) Sierra Gracia, Oswaldo Nicolas; Parra, Paulo Cesar; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000907677; https://orcid.org/0000-0002-0243-8677
This document presents the systematization of the professional internship experience carried out at the ARKA Digital Communication and Creation Laboratory of the Santo Tomás University. The main objective was to structure graphic and multimedia solutions to strengthen the laboratory's institutional visibility and its communicative identity. To achieve this, the Double Diamond design methodology (Discover, Define, Develop, and Deliver) was used as the central axis of the project, articulated with interdisciplinary approaches of STEAM education and active methodologies such as gamification. Based on the qualitative analysis of the experience, two strategic products were developed: a multimedia animation for the "Trayectorias Vitales" project titled "La historia de la abuela sabia" and the ARKA Basic Brand Manual. The results demonstrate that the integration of strategic design and the standardization of visual assets not only optimize the production of digital content but also enhance the social fabric, affective memory, and assertive communication within the university community.
Aporte del diseño gráfico a la organización interna: creación de una herramienta visual para la gestión de tareas en Uniminuto
(Universidad Santo Tomás, 2026-04-24) Tenjo Cuellar, Iván Felipe; Pérez Peña , Natalia Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001390537; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002202253; https://orcid.org/0000-0001-8896-475X; https://orcid.org/0009-0002-4827-7036
This project arises from the professional internship carried out in the Culture, Change, and Well-being area at the Minuto de Dios University Foundation. During this process, it was observed that the graphic design team faced some difficulties in organizing themselves, planning tasks, and communicating clearly, which affected the workflow and overall results. The purpose of the project is to understand why these organizational issues occur and to propose a clearer and more visual way of working as a team, helping to improve communication and task distribution. To achieve this, a simple approach based on observation and the analysis of daily experiences within the work group is used. As a result, the project proposes the creation of a visual tool to record and track tasks, allowing each team member to know what they need to do and when. This project is based on the idea that graphic design is not only useful for creating visual pieces, but also for organizing and improving the way people work together. It is expected that this proposal will be useful for future internships or design teams within the university.
La ruta del cachaco: La inteligencia artificial como herramienta para optimizar el rol del diseñador gráfico en la ideación, prototipado y producción visual
(Universidad Santo Tomás, 2026-05-11) Sánchez López, Juan Pablo; Cubillos Pineda, Oscar Javier; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002307771; https://orcid.org/0000-0001-7956-1588; https://orcid.org/0009-0004-7781-4544
La Ruta del Cachaco is a research-creation project in graphic design that involved the development of an interactive prototype supported by artificial intelligence (AI) for the preservation and dissemination of Bogotá’s gastronomy as a cultural experience. This systematization of the experience examines the influence that artificial intelligence (AI) had on the functions of a graphic designer throughout the project, as it helped establish a workflow for tasks that previously required more time or involved limited knowledge in certain areas. AI streamlined the processes of ideation, prototyping, and visual production, enabling the creation of an innovative proposal in digital cultural tourism. The study includes the contextualization of the topic, the research objectives, the justification, and the methodological design implemented, based on Lean UX and Design Thinking. This is followed by a reflective analysis of the significant learning outcomes. In addition, the academic implications of using artificial intelligence in graphic design are considered, along with the description of the La Ruta del Cachaco prototype as an illustrative contribution of AI. Finally, conclusions are drawn regarding the contribution of this experience to the expansion of the possibilities of graphic design in the era of artificial intelligence.
Diseño como experiencia visual: Conceptualización de la sensorialidad olfativa en la construcción de key visuals
(Universidad Santo Tomás, 2026-04-30) Chivatá Arias, Luisa María; Hernandez Contreras, Jeice Dayanna; Serna Cardona, Juan Pablo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001432139; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000096336; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002350036; https://orcid.org/0000-0002-1388-6774; https://orcid.org/0000-0002-1486-1333
This report presents the professional internship process and the experience gained at the company*, a leading global innovation company in the health, nutrition, and beauty sectors. In the Perfumery & Beauty Marketing area, the focus was on graphic design, specifically on transforming the key visuals of its clients' brands into a strategic axis for creating sensory and emotional experiences. Through observation and professional practice, it became evident that the construction of key visuals within the company is not limited to visual design but expands into an immersive experience, where aesthetics, language, and visual coherence communicate the values of sustainability, innovation, and well-being. As Ci (2024) points out, "graphic design is much more than a form of visual art; it is a powerful communication tool," demonstrating how visual design, in corporate contexts, acts as a narrative vehicle for conveying cultural meanings. From the research perspective, the focus is on reflecting on how conceptual processes within the company articulate the visual with the sensory, generating memorable and consistent brand experiences. In this sense, "a key visual is the central visual element that represents the essence of a brand, product, service, or event" (Guild of Marketing, 2024, p. n.p.), making its coherent development essential for building purposeful visual concepts. This report presents the methodological development of the experience, the lessons learned from the creative process, and the relationship between visual concepts and brand perception in global and regional corporate contexts.
El diseño gráfico como mediador en la comunicación interna del Banco Agrario de Colombia
(Universidad Santo Tomás, 2026-04-24) Vargas Jiménez, Karen Sofía; Serna Salazar, Juan Pablo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001716881; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002202274; https://scholar.google.com/citations?user=_P3sBCEAAAAJ&hl=es&oi=ao; https://scholar.google.com/citations?user=dPr8G_YAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-8755-6287; https://orcid.org/0009-0007-0896-898X
This systematization presents my experience during my professional internship in the Operations Vice Presidency of Banco Agrario de Colombia, where I worked on strengthening internal communication through graphic design. Throughout the process, I identified that the lack of visual consistency in informational materials made it difficult to understand technical information and affected employees’ sense of belonging. Based on this observation, I proposed a unified visual system grounded in user-centered design principles, visual hierarchy, and accessibility. This project demonstrates that graphic design can humanize internal communication, improving operational efficiency while also strengthening the emotional connection between employees and the institution.
Identidad visual en redes sociales para LID editorial: Análisis y manual aplicado
(Universidad Santo Tomás, 2026-04-23) Zapata Duarte, Valentina; D´Luyz Monsalve, Paola Andrea; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001458959; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002294720; https://orcid.org/0000-0002-3151-8246; https://orcid.org/0009-0008-7156-829X
This study systematizes the professional internship experience carried out in the editorial and digital graphic design area of Biblo Market, the company responsible for managing the LID Editorial brand. The activities developed included the creation of social media content, book cover design, and book layout, which allowed the identification of a central issue: the lack of clearly defined visual guidelines to guide the brand’s communication across digital platforms. This situation, confirmed by the Communication Area Coordination, is linked to the constant turnover of design staff, resulting in a fragmented and inconsistent visual identity. In response, this project proposes the development of a digital visual identity manual for social media, aimed at unifying graphic criteria, strengthening visual coherence, and consolidating the digital presence of LID Editorial. The study adopts a qualitative, descriptive, and project-based approach, reflecting on the role of graphic design as a visual management tool within the brand’s communication process and as a means to enhance identity and communication in digital environments.
Diseño en acción: Instructivo para optimizar las solicitudes de diseño en la Fundación Universitaria San Martín
(Universidad Santo Tomás, 2026-04-22) Mayorga Zambrano, Juliana; Serna Salazar, Juan Pablo; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001716881; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002202208; https://scholar.google.com/citations?user=_P3sBCEAAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-8755-6287; https://orcid.org/0009-0007-0572-5050
As a Graphic Design intern in the Communications Coordination at Fundación Universitaria San Martín, I identified a problem related to the lack of clarity in design requests from different administrative areas. This situation causes confusion, many changes in the designs, and delays in delivery times. This coordination is also the only team in charge of managing and organizing requests from all the institution’s branches, which makes the process more complex. Based on this, this project proposes the creation of an institutional guide to organize and standardize the process of requesting graphic pieces. The aim is to improve communication between areas and make the workflow more efficient.
Impacto de la comunicación visual en la coherencia de identidad corporativa en Megalínea: Estrategias de optimización a partir de plantillas.
(Universidad Santo Tomás, 2026-04-15) Alfonso Capurro, Jesús Santiago; Hernández Contreras, Jeice Dayanna; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0000096336; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002297350; https://orcid.org/0000-0002-1486-1333; https://orcid.org/0009-0003-2127-6145
This systematization presents the experience developed during the professional internship at Megalinea S.A., specifically in the Wellbeing and Communications area. The process analyzes how visual communication influences the coherence of corporate identity and functions as a key mediator in the organization’s internal communication and cohesion processes. Throughout the experience, a lack of clear design guidelines was identified, which generates inconsistencies in graphic pieces and affects the reception of internal messages at a national level. In response to this situation, the creation and use of graphic templates is proposed as an optimization strategy, aimed at improving readability, visual coherence, and efficiency in content production. As part of the internship, products such as weekly newsletters, commemorative pieces, adaptations of Notiexpress, and materials for internal activities were developed, applying design tools and principles of effective communication. Beyond operational production, the experience allows for an understanding of how graphic design transcends its aesthetic and technical function to act as a mediator in organizational processes, contributing to identity building and the strengthening of internal cohesion. This constitutes the meaningful learning that guides this systematization and, at the same time, highlights the contribution of graphic design as a discipline in the management of corporate communication.
Sistematización de la experiencia profesional en diseño gráfico para el fortalecimiento de la identidad visual del centro de emprendimiento e innovación de la Fundación Universitaria San Martín
(Universidad Santo Tomás, 2026-01-29) Velandia De La Cruz, Juan Daniel; Pérez Peña, Natalia Carolina; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0001390537; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002202164; https://scholar.google.com/citations?user=m1SuUj0AAAAJ&hl=es&oi=ao; https://orcid.org/0000-0001-8896-475X
This work systematizes the professional experience developed in the area of Research and Extension at the Fundación Universitaria San Martín, specifically within the Center for Entrepreneurship and Innovation. Active participation in this space allowed for a direct understanding of the institutional processes aimed at promoting entrepreneurship and innovation within the university community. During the professional practice, a significant issue was identified related to the limited visibility of the Center for Entrepreneurship and Innovation. This situation is reflected in the lack of awareness among a considerable number of students regarding the center’s existence, as well as the services, benefits, and opportunities it offers. As a result, student engagement with the initiatives promoted by the center is restricted, reducing its institutional impact. In response to this context, the project highlights the need to strengthen internal communication strategies through graphic design, considering visual communication as a key tool for building recognition, engagement, and memorability in a university environment strongly influenced by visual media. In this sense, illustration is proposed as the main visual resource due to its versatility and its potential to establish a meaningful connection with a young audience, while also contributing to the consolidation of the center’s visual identity. The document presents the problem statement, the research question and objectives, as well as the justification, methodological design, and the learning outcomes derived from the experience. These sections are supported by theoretical references from visual communication and graphic design, providing a solid framework to understand how the construction of an illustrated graphic language can contribute to strengthening the identity and positioning of the Center for Entrepreneurship and Innovation.
Orgullosamente banboger: Una propuesta visual para conectar con los colaboradores.
(Universidad Santo Tomás, 2026-02-02) Serrano Antolínez, Karen Daniela; Serna, Juan Pablo; Peralta, Cristhian; Universidad Santo Tomás; https://scienti.minciencias.gov.co/cvlac/visualizador/generarCurriculoCv.do?cod_rh=0002297508
This degree project systematizes the professional internship experience carried out at Banco de Bogotá, specifically within the Experience and Communications area, part of the Talent and Administrative Vice Presidency. The project, entitled “Orgullosamente Banboger”, aims to analyze how institutional graphic design can contribute to strengthening organizational culture and improving employee experience through the visual redesign of internal communications. During the internship, a key issue was identified: the lack of clear and standardized graphic guidelines, which resulted in visual inconsistencies and challenges in the production of internal communication materials. In response to this need, a visual proposal was developed to support standardization processes, facilitate the induction of new team members, and reinforce the bank’s corporate identity, drawing inspiration from the internal campaign “Orgullosamente”. The project was developed using the Double Diamond model proposed by the Design Council, which enabled a structured approach encompassing problem diagnosis, definition, solution development, and impact reflection. As a result, graphic pieces, audiovisual content, and visual tools were designed, highlighting the strategic role of institutional graphic design as a driver of cultural transformation. The systematization concludes that strategically applied graphic design in internal communication not only enhances the visual quality of messages but also strengthens employees’ identification with organizational values, visual coherence, and sense of belonging, positioning design as a key element in organizational culture development at Banco de Bogotá.

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