Optimización de la Gestión y Orientación de Diseño en el Equipo de Mercadeo de Cusezar: una Guía para un Equipo de Creativos que Aporten a la Mejora de la Comunicación Visual.

Abstract

The present systematization report arises from the professional practice carried out during the first semester of 2024 by a graphic design student from Universidad Santo Tomás in the marketing area of Cusezar. The motivation behind this work lies in the need to improve management and creative orientation within the company, identified from the deficiencies observed during the practice. During the development of the practice, it was noted the lack of an internal team of creatives in Cusezar's marketing area, as well as an excessive dependence on external resources to meet design needs. This led to a series of difficulties, such as inconsistency in the visual communication of the brand, lack of coherence in the use of graphic elements, and delays in the delivery of materials. To address these deficiencies, the creation of a guide of creative profiles necessary to manage a visual communication strategy aligned with the brand's identity is proposed. This guide is based on the theoretical and practical knowledge required, as well as the specific roles they will play within the company. Additionally, it is expected that the findings and resulting recommendations may be applicable to other companies facing similar challenges in terms of creative management and visual communication.