Diseño y Arquitectura
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Item Estrategias de branding para el posicionamiento de Neuropsike en el mercado de salud mental en Latacunga(UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Quimbita Panchi Deliany Cristina; Nájera Galeas Carlos Enrique; UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThis project proposes a branding strategy for Neuropsike, a center specializing in comprehensive rehabilitation in Latacunga, as a response to the problems identified in its visual communication, which was inconsistent, resulted in low brand recall, and offered little differentiation from other healthcare centers. Given that Neuropsike provides interdisciplinary care, clearer communication was needed regarding its comprehensive, personalized, and professional support. In these types of centers, a user's decision is based not only on brand awareness but also on the trust, security, and approachability they perceive in each interaction with the brand. Therefore, the research led to the development of a coherent, emotionally resonant, and human-centered brand identity. The proposal incorporates sensory branding as a differentiating factor through the brand's signature scent and the character Siani, resources capable of modifying the user experience, generating an emotional connection,Item Estrategias de branding para fortalecer el reconocimiento de Credillanta Wasi en la ciudad de Ambato(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Yanchaliquin Masabanda Sarahi Stephanie; Cabrera Yaguana Diego Rene; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOBranding helps give personality to a brand through various strategies designed to communicate its value to consumers. In today's digital and highly competitive environment, brand positioning is essential for any company. Credillanta Wasi is a microenterprise that, despite having operated for approximately 20 years, still lacks a defined identity, causing its advertising graphic materials to be developed empirically. The objective of this project is to develop a series of branding strategies aimed at strengthening Credillanta Wasi's visibility at the local level. To achieve this, bibliographic and field research methods were applied, including surveys conducted with individuals between 25 and 35 years old, as well as interviews with professionals from different fields, such as graphic designers specialized in branding and marketing, in addition to representatives of similar companies, in order to gather their perspectives and recommendations for the development of the project. The results show that the logo is a key element of brand identity, as there is a positive relationship between its ability to differentiate the brand, the trust it generates, and its memorability among the public. A distinctive and recognizable logo facilitates the association with the brand name and helps convey trust; however, this perception also depends on other factors, such as the company's reputation, user experience, and the quality of the products or services offered.Item Diseño de productos editoriales como herramienta para el fomento del uso activo de la lengua Kichwa en niños de la parroquia Juan Benigno Vela(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Tigasi Millingalli Jaime Orlando; Suarez Naranjo Carlos Sebastián; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThis project falls within the field of editorial, educational, and cultural design, focusing on the creation of children's products that contribute to promoting the active use of the Kichwa language among children aged five to nine in the Juan Benigno Vela parish. The research arose from the decline in the daily use of Kichwa among younger generations and seeks to restore Kichwa to its place within the community's cultural identity, knowledge, and practices. The study employed a mixed-methods approach, incorporating bibliographic, documentary, and field research. Surveys were administered to parents, observation checklists were used with children, and interviews were conducted with teachers, community members, and design professionals. An iconographic analysis of local cultural references was also performed. The results showed that Kichwa remains present primarily in the home, but its daily use among children is limited. Families value language learning and prefer materials that include drawings, colors, legible letters, picture books, and elements from the environment that represent the culture. Based on these findings, we propose the design of bilingual, visual, and educational children's books that use everyday words, play activities, characters, and elements of Chibuleo culture, such as clothing, animals, food, and landscapes. Through these books, we aim to help children recognize, understand, and practice Kichwa through learning activities that allow them to play and connect with the culture. Our goal is for these books to foster cultural identity from childhood.Item Plan estratégico de branding para el posicionamiento de la empresa textil ¨SJ Sánchez Jeans ¨ del cantón Pelileo(2026-07-08) Solis Feijoó Erika Estefanía; Santamaría Aguirre Jorge Luis; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThis thesis aimed to develop a project proposal to create a new structure for the visual identity and its forms of graphic communication in a textile company, specifically in the denim sector, with the purpose of improving its presence in the national market and optimizing the brand image for its current customers and its potential future clientele. The research originated from a diagnosis of the situation currently managed within the company, revealing certain shortcomings related to its corporate image, the channels through which it disseminates its information, and its visual balance. To carry out the project, a mixed methodology was used, both qualitative and quantitative. Technical tools were implemented such as field studies, interviews, observation of already existing relevant examples that could be used for comparison, and surveys applied to both wholesale and retail audiences, which allowed for ease in collecting information of great use in developing the new graphic proposal and adapting it to the needs of the company as well as its target market. The result obtained was that the creation of a reconstructed brand identity encompassing the new logo, a visual unit, color palette, typefaces, and corporate material, being brand assets that strengthen the brand experience. These elements make it possible to provide a more professional and solid projection. It was concluded that by implementing a visual identity with greater strategy and structure, the brand is strengthened, its recognition among people increases, and it allows them to remember it more easily, creating a strong bond between the company and the consumer, being a priority in productive growth and the company's positioning.Item "Material gráfico para la actividad extracurricular “Duelos de ilustración” como herramienta creativa en el proceso formativo de los estudiantes de Diseño y Arquitectura"(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Rosero Villegas Alex Steven; Mena Freire Julia Andrea; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThis thesis addresses the need to strengthen creative extracurricular activities within the School of Design and Architecture through the design of editorial materials for the “Illustration Duels” activity. The research stems from the limited systematization of this initiative, which hinders its planning, execution, evaluation, and continuity within the academic context. The main objective was to design gamified editorial material that would enable the organization of illustration duels as a complementary tool for students’ creative education. The methodology employed included a literature review, participant observation, surveys of participants and spectators, interviews with professionals, interviews with former participants, SWOT and PEST analyses, benchmarking, and triangulation of results. The findings revealed a positive perception of the activity, particularly due to its ability to motivate participation, stimulate rapid conceptualization, promote visual problem-solving under pressure, and strengthen interaction among students. Although statistical analysis did not confirm a significant relationship between the variables, the descriptive results, interviews, and specific case studies allowed for the recognition of its practical and educational utility. As a result, a proposal was developed for an “Illustration Duels” kit, consisting of an instruction manual, themed cards, an evaluation rubric, timers, drawing supplies, a card box, and a digital media plan. This proposal makes it possible to systematize the activity, enhance the experience for participants and spectators, and position it as a replicable, organized, and relevant extracurricular strategy for fostering creative development.Item Estrategias publicitarias para el posicionamiento de la marca de moda Lienzo(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Rosero Guaman Rachel Abigail; Tiban Perdomo Galo Álvaro; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThe objetive of this thesis is to propose an integral advertising strategy to strengthen the positioning and identification of the brand Lienzo in the local market of Ambato. The research was conducted using mixed methods, including surveys applied to 384 participants of the target audience, interviews with marketing and advertising experts, and a comparative analysis of competitors through benchmarking sheets. This approach allowed identifying the needs, preferences, and expectations of young consumers, as well as the differentiation opportunities of Lienzo compared to other urban fashion brands. The data analysis revealed that Lienzo currently lacks a coherent graphic line and a structured digital communication plan, limiting its visibility and recognition. In response, a proposal was designed based on a pull strategy, structured in three phases: information and expectation, recognition and differentiation, and reinforcement of brand recall. The campaign includes 28 main pieces, including posts, carousels, reels, and short videos, complemented with stories, packaging, labels, keychains, and both digital and physical catalogs. The graphic line respects the corporate identity manual, maintaining consistency in typography, color palette, and photographic style. A monthly content plan and a four-month application schedule were established to ensure constant and effective communication. Follow-up indicators were defined to evaluate the future performance of the campaign, including reach, interaction, profile visits, follower growth, and brand recognition. The proposed strategy constitutes a methodologically sound, comprehensive, and viable plan, enabling Lienzo to consolidate its urban identity, improve its digital presence, and strengthen its relationship with the target audience.Item Diseño editorial como recurso en el aprendizaje en niños con dificultades educativas en ABA Center Ambato(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Robles Terán Valeria Anahí; Pilamunga Poveda Efraín Marcelo; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThis project addresses the lack of structured material adapted to the cognitive profile of children with neurodevelopmental disorders diagnosed with ADHD at ABA Center Ambato. The objectives focused on diagnosing the cognitive, attentional, and pedagogical needs of the population under intervention, defining the editorial design criteria absent in the center's current materials in order to strengthen learning specifically for the ADHD profile, evaluating the existing didactic material and identifying its deficiencies, which led to the development of the kit as a therapeutic support resource during sessions. The research adopted a mixed-methods approach with concurrent triangulation, applying semi-structured interviews to the center's director and therapeutic staff, a direct non-participatory observation matrix, and a comparative analysis of both external and internal materials, grounded in Bruno Munari's projectual methodology as the backbone of the process. Based on the findings, a physical editorial didactic kit of four volumes was developed, organized by area of intervention: attentional, behavioral, emotional, and social, presented under the titles The Explorers of the River, Kira's Store, The Guardians of the Forest, and The Inventors' Station. The design incorporates the Nunito typeface in three weight variations, vibrant yet desaturated color palettes differentiated by volume, a modular grid system, and illustrations with simple strokes and minimal detail, balancing the child's attention with visual rest areas. The prototype evaluation carried out with professionals and children at ABA Center yielded favorable results, confirming the relevance and functionality of the material.Item Cuentos ilustrados infantiles como material de apoyo didáctico para fortalecer la educación en el nivel inicial de la Unidad Educativa “Sagrado Corazón de Jesús” en la ciudad de Latacunga(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Puruncajas Pila Karla Janeth; Lara Saltos Andrea Cecilia; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThis integrative project addresses the need for appropriate educational materials for the early childhood level at the "Sagrado Corazón de Jesús" Educational Unit in Latacunga. The objectives are to identify the pedagogical needs of the early childhood level through a literature review, on-site classroom observation, analysis of the prioritized curriculum, interviews with early childhood teachers and graphic design specialists, and surveys of parents, to design a collection of illustrated stories aligned with the institutional curriculum. The approach was mixed, with both descriptive and propositional scope, which allowed for a thorough understanding of the materials used in the classroom and the criteria to be followed for the proposal phase. Furthermore, the proposal is based on Bruce Archer's methodology for its development and was developed according to the criteria established in the research phase. A collection of illustrated children's stories was designed under the name LEOLEO, which is also the name of the graphic identity. In addition, supplementary materials, a unified publishing system, and characters were created as part of this system. The material was designed as a pedagogical tool for children aged 3 to 5, integrating graphic and editorial design with the objectives of the prioritized early childhood curriculum. It is concluded that the importance of the relationship between text and image, and the use of illustrated children's stories at an early age, significantly improves attention, story comprehension, and critical thinking in young children. This confirms that editorial design functions as a key tool for early childhood education. It is recommended to promote the use of educational publishing materials and to foster interdisciplinary collaboration between early childhood education and graphic and publishing design.Item Diseño editorial como apoyo a la conservación del patrimonio cultural inmaterial de la fiesta de la Mama Negra de la Ciudad de Latacunga.(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Pichucho Páez Geovana Lizeth; Suárez Naranjo Carlos Sebastián; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOIntangible cultural heritage is one of the most important elements for the preservation of the identity and collective memory of communities, as it encompasses traditions, knowledge, and cultural expressions. In this context, the Mama Negra Festival is one of the most recognized celebrations in Ecuador and is also known internationally for its historical richness and symbolic significance. However, over time, this celebration has undergone changes influenced by new social and cultural trends. In addition, there is a limited availability of graphic resources that clearly explain the origin of the festival, the meaning of its characters, as well as the dates and reasons for its celebration. This research proposes the editorial design of an illustrated book aimed at children between 8 and 12 years old, as a resource to help transmit the meaning and importance of the Mama Negra Festival. Through various graphic elements and illustrations, the project seeks to develop an attractive and accessible book that strengthens knowledge about the festival, promotes cultural identity, and contributes to the appreciation of the cultural heritage of Latacunga. For the development of this project, interviews and surveys were conducted with editorial designers, graphic designers, and children in order to identify their interests, preferences, and expectations regarding the content and design of the material. Based on the information collected, an editorial proposal was developed to contribute to the preservation of intangible cultural heritage. This resource is intended not only for children in the city but also for the community as a whole. In conclusion, the editorial design developed constitutes a supporting tool for the preservation and strengthening of the intangible cultural heritage represented by the Mama Negra Festival.Item Diseño editorial para la difusión de la identidad cultural de la comuna de Maca Chico(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-08) Oña Yanqui Ginna Alexandra; García Analuisa Diego; UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICOThe commune of Maca Chico lacks official records documenting its history and traditions, which generates a lack of knowledge of its cultural identity, especially among those who visit it. Most of the existing information is preserved only in the memory of the elderly of the commune, so there is a real risk that it will be lost over time. Faced with this situation, editorial design is proposed as a means to disseminate the cultural identity of the commune of Maca Chico, aimed mainly at national tourists between 25 and 35 years old who do not have any accessible source of information about this place. To support the proposal, a mixed methodological approach was used, for which interviews were carried out with the Department of Culture and Heritage, graphic designers with experience in editorial design and older adults from the commune, who contributed with relevant information. On the other hand, surveys were carried out on national tourists between 25 and 35 years old, which made it possible to identify the most effective visual elements and understand the consumption habits of editorial material. In this context, the information collected helped to design editorial material on which a cultural and tourist guide was made as a basis with additional products that complement the purpose of publicizing the cultural identity of the commune of Maca Chico. In conclusion, it can be said that editorial design serves as a tool that not only allows information to be collected, but also helps to disseminate the necessary information in an organized manner. Therefore, it is recommended to continue documenting the collective memory of this commune and thus promote its dissemination.