Comunicación Visual en las Empresas: CEMEX, Multivacaciones Decameron y la Fundación Universitaria San Martín

Abstract

This thesis examines the experiences of three students during their internships at CEMEX, Multivacaciones Decamerón, and Fundación Universitaria San Martín, focusing on the insights gained and highlighting the need for a unified graphic system to enhance visual coherence and communication within these organizations. By systematizing their experiences, the study reveals how academic training is applied in professional settings, where students develop essential skills such as communication, collaboration, and adaptability beyond technical execution. This integration of theory and practice allows students to identify improvement areas in graphic and communicative processes, underscoring the gap between theoretical principles and business practices. Findings from this research suggest that implementing a unified graphic system—including typography, color palettes, iconography, and style guides—could enhance visual consistency and strengthen communication efforts across these organizations. A structured approach to graphic design would not only bolster brand identity in the market but also simplify future design work by establishing a cohesive framework across all platforms. This analysis underscores how strategically applied graphic design adds value to both the organization and the intern experience, enriching professional growth through a balanced application of theory and practice.