El Rol del Diseño Gráfico en la Comunicación Interna y Estratégica de Marketing: Desafíos y Aprendizajes desde la Experiencia Profesional.

Abstract

This report addresses the systematization of professional experiences in graphic design developed within two different organizational contexts: the Banco Agrario de Colombia and the Fundación Universitaria San Martín. Through these practices, structural and communicative challenges were identified that directly affect the quality, efficiency, and coherence of the graphic materials used for internal communication within these institutions. The objective of this document is to critically analyze how factors such as delayed information delivery, the intervention of non-graphic design professionals in technical decisions, and the limited understanding of the design process by other departments negatively impact the development of effective visual products. The experience is based on the direct work of the interns, who were in charge of the conception and creation of various visual materials. This required them to manage and process information from multiple areas within both organizations. The internship involved applying graphic design knowledge and tools within a real organizational context, which allowed for the identification of specific dynamics and challenges in the workflow. By understanding graphic design as more than just an aesthetic tool, it becomes a strategic resource for the clear, timely, and professional transmission of institutional messages. For this reason, its management requires efficient and well-articulated collaborative processes. This systematization offers a reflection based on the intern’s direct experience, in dialogue with theoretical frameworks on organizational communication and design methodologies, to identify significant learnings and propose improvement strategies. The document is structured into several sections that contextualize, analyze, and project solutions to the problems detected. It begins with the problem statement, the justification for the study, and a methodological description of the systematization process. Subsequently, a comparative analysis of the experience in both organizations is presented, delving into the difficulties faced in graphic design processes, especially those related to the delivery of inputs, interdepartmental coordination, and the intervention of non-design-trained actors. This analysis leads to a critical reflection that not only helps understand the impact of these dynamics but also positions the designer as a key agent within institutional internal communication. As a primary proposal to counteract the negative effects identified, the document presents the development of a functional web platform prototype. This tool aims to standardize graphic requests, clarify the required times for each type of piece, and improve communication between the design department and other institutional units. The platform is proposed as a viable and replicable improvement strategy in other organizational settings by establishing a clear, structured, and accessible channel for managing design products. Overall, this systematization offers not only an in-depth analysis of professional practice but also a concrete and well-founded solution that seeks to contribute to the professionalization of graphic design in real institutional contexts.