Guía de diseño gráfico básico para la comunicación interna y externa de halo trust Colombia, sede Bogotá

Abstract

This thesis addresses the need to optimize the internal and external visual communication of The HALO Trust Colombia, based in Bogotá, through the creation of a basic graphic design guide. Despite having a brand manual, the organization faces a lack of graphic consistency in the communication materials produced by staff without design training. This situation stems from a limited understanding of basic principles of composition, hierarchy, and the use of accessible tools like Canva. The central thesis argues that empowering employees with a practical guide that unifies the brand manual with essential design principles will not only ensure visual consistency but also increase the efficiency, autonomy, and impact of the messages. A user-centered design methodology based on the Double Diamond model is employed, and a visual and educational document is proposed with the ultimate goal of strengthening The HALO Trust's corporate identity and ensuring that its important work is communicated with the professionalism and consistency it deserves.