Construcción de identidad visual para el posicionamiento del emprendimiento de extensiones de pestañas Lash By Valeria

Abstract

The purpose of this undergraduate thesis is to develop a comprehensive visual identity proposal for Lash By Valeria, a business specializing in eyelash extensions. This research arises from the need to strengthen the business’s market positioning within the beauty industry, a highly competitive market in which differentiation depends on both the technical quality of the service and the consistency, clarity, and effectiveness of visual communication. In this context, visual identity becomes a strategic resource that helps convey professionalism, build trust, and establish a strong brand image among an increasingly discerning audience that values coherent aesthetic experiences. The initial assessment revealed that the business lacked a clearly defined visual identity, resulting in inconsistencies in its digital communication and negatively affecting perceptions of professionalism and quality. The absence of clear graphic guidelines made it difficult to establish a recognizable and consistent brand image, particularly on platforms such as Instagram and WhatsApp, which serve as the primary channels of interaction with clients. This situation highlighted the need to develop a structured visual system that would unify communication and strengthen the business’s market presence. The methodology combines a qualitative and design-oriented approach, incorporating theoretical frameworks on visual identity, brand communication, aesthetic perception, and business models applied to the beauty industry. Through interviews, the analysis of visual references, a review of trends, and an assessment of the business’s current situation, the conceptual and strategic foundations for developing the proposal were established. Additionally, the Business Model Canvas was used to understand the business structure and align the visual identity with its value proposition. The results demonstrate that developing a coherent visual identity contributes significantly to the business’s market positioning by improving perceptions of quality, trust, and professionalism. The proposed visual identity includes a logo, a color palette, a typographic system, a graphic style, and usage guidelines designed to ensure visual consistency across the various points of contact with the target audience. Furthermore, digital applications and promotional materials were designed to strengthen the business’s presence on social media and within its service environment. In conclusion, the proposal demonstrates that graphic design is a strategic component in the establishment and consolidation of emerging brands in the beauty industry. Visual identity not only organizes communication but also conveys values, creates meaning, and generates coherent aesthetic experiences that influence audience perception. This project highlights the importance of integrating graphic design into business model structures, particularly in industries where brand image and customer experience play a decisive role in purchasing decisions.