Orgullosamente banboger: Una propuesta visual para conectar con los colaboradores.

Abstract

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.