Impacto de la comunicación visual en la coherencia de identidad corporativa en Megalínea: Estrategias de optimización a partir de plantillas.

Abstract

This systematization presents the experience developed during the professional internship at Megalinea S.A., specifically in the Wellbeing and Communications area. The process analyzes how visual communication influences the coherence of corporate identity and functions as a key mediator in the organization’s internal communication and cohesion processes. Throughout the experience, a lack of clear design guidelines was identified, which generates inconsistencies in graphic pieces and affects the reception of internal messages at a national level. In response to this situation, the creation and use of graphic templates is proposed as an optimization strategy, aimed at improving readability, visual coherence, and efficiency in content production. As part of the internship, products such as weekly newsletters, commemorative pieces, adaptations of Notiexpress, and materials for internal activities were developed, applying design tools and principles of effective communication. Beyond operational production, the experience allows for an understanding of how graphic design transcends its aesthetic and technical function to act as a mediator in organizational processes, contributing to identity building and the strengthening of internal cohesion. This constitutes the meaningful learning that guides this systematization and, at the same time, highlights the contribution of graphic design as a discipline in the management of corporate communication.