Diseño y Arquitectura

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/7522

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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
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UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This 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,
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
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Cabrera Yaguana Diego Rene
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
Branding 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.
Plan estratégico de branding para el posicionamiento de la empresa textil ¨SJ Sánchez Jeans ¨ del cantón Pelileo
(2026-07-08)
Solis Feijoó Erika Estefanía
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Santamaría Aguirre Jorge Luis
;
UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This 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.
Material visual como recurso para difundir y promover al Club Profesional de Fútbol Santiago de Píllaro a nivel regional
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-07)
Cisneros Romero William Josué
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Álvarez Lizano Iván Patricio
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
As an introduction, visual communication in the sports field is key to strengthening the image and impact of clubs, especially in such a competitive environment. The Santiago de Píllaro Professional Football Club faces regional visibility challenges due to the lack of a coherent visual strategy. This study aims to design a strategic visual proposal that contributes to the dissemination and promotion of the club at a regional level. A mixed methodological design with a descriptive and explanatory approach was used, employing both qualitative and quantitative methods. Interviews and surveys were conducted with experts and fans to evaluate the effectiveness of the club's visual strategies. The results obtained show that a coherent visual identity significantly improves club recognition and strengthens its connection with fans. In conclusion, the presented proposal contributes to positioning the Santiago de Píllaro Club in the region, strengthening its connection with fans and opening opportunities for its growth and visibility at a regional level.
El branding como estrategia de difusión para el posicionamiento turístico del Jardín Histórico Botánico Atocha La Liria de la ciudad de Ambato, para estudiantes de secundaria
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO, 2026-07-07)
Bonilla Quiroz Dominike Josué
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Tibán Perdomo Galo Álvaro
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO GRÁFICO
This research addresses branding as a dissemination strategy to strengthen the tourism positioning of the Atocha La Liria Historic Botanical Garden in the city of Ambato, with secondary school students as the priority target audience. The study arises from the need to make this heritage, natural, and educational space more visible through a strategic, cultural, and visual proposal that clearly communicates its identity values. To this end, the perception, level of knowledge, and interest of young audiences are examined through mixed techniques, including observation, interviews, and documentary analysis, in order to identify the causes that limit its tourism recognition. Likewise, theoretical references and cases of tourism and cultural branding are analyzed to determine visual and narrative strategies applicable to the local context. Based on these findings, a branding proposal is designed, integrating coherent graphic and communicational resources aimed at disseminating the historical, botanical, and educational richness of the Garden. Finally, the proposal is evaluated through validation with educational stakeholders and observation of visual outcomes, demonstrating its relevance in improving recall, appropriation, and local tourism positioning.
Creación de la marca turismo como estrategia de promoción para el cantón Archidona
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO, 2026-01-20)
Fárez Rodríguez Alejandra Azucena
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Jordán Yachatuña Diego Ismael
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO
This degree project aims to develop a tourism brand as a promotional strategy for the canton of Archidona, located in the province of Napo, Ecuador, focusing on strengthening and positioning its four tourist bioroutes: birds, water, ammonites, and gastronomy. Despite the canton’s significant natural, cultural, and ancestral potential, limited tourist visibility and recognition are evident due to the absence of a consolidated visual identity and effective branding strategies. The research was conducted using a mixed-method approach, combining qualitative and quantitative methods through bibliographic research, field observation, interviews with key stakeholders in the tourism sector, and surveys addressed to local residents and potential visitors. The results allowed the identification of the main weaknesses in tourism promotion, as well as opportunities to enhance the destination’s image. As a proposal, a comprehensive tourism brand was designed, supported by branding principles, visual identity, and strategic communication, reflecting the biodiversity, ancestral culture, and sustainability values of the canton of Archidona. The brand was developed under an umbrella brand architecture, integrating the four bioroutes and ensuring visual and conceptual coherence across its graphic and promotional applications. It is concluded that the implementation of a tourism brand significantly contributes to the positioning of the canton, increases recognition of its tourist attractions, and promotes local economic development, encouraging sustainable, responsible, and competitive tourism.
Branding cultural para la parroquia Salasaka como herramienta para su difusión promocional
(UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO, 2026-01-20)
Supe Palate Bryan Paúl
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Suárez Naranjo Carlos Sebastián
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UNIVERSIDAD TÉCNICA DE AMBATO; FACULTAD DE DISEÑO Y ARQUITECTURA; CARRERA DE DISEÑO GRÁFICO
This research project develops a cultural branding strategy for the Salasaka parish, located in the Tungurahua province, aiming to diffuse its identity and position it as a community tourism destination. Through a mixed methodology that integrated ethnographic research, expert interviews, and surveys of 293 inhabitants, the community's symbolic elements and ancestral values were identified. The results validated a preference for geometric abstraction and the use of the sacred chromatic triad (red, black, and white). Applying the Double Diamond design model, a visual identity system was constructed, including a brand manual, an artisanal certification seal, and digital and physical promotion strategies. The proposal provides a communication management tool that protects intangible heritage against globalization and fosters local socioeconomic development.
Diseño de una familia de productos funcionales para áreas de oficina de diseño y arquitectura: Caso de estudio PEBO
(UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO INDUSTRIAL, 2025-07-28)
Nájera Villacrés Karol Nicole
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Medina Mocayo Andrés Sebastian
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UNIVERSIDAD TÉCNICA DE AMBATO FACULTAD DE DISEÑO Y ARQUITECTURA CARRERA DE DISEÑO INDUSTRIAL
This graduation project proposes the design of a family of functional decorative products for office spaces within design and architecture studios, taking PEBO—a creative studio based in the city of Ambato—as a case study. The project arose from the need to integrate objects that contribute to organization, aesthetics, and brand identity in the workspace, without compromising the studio’s visual language. The research followed a qualitative approach, using the Minimum Viable Product (MVP) methodology, which allowed for validating design solutions with low cost and direct user feedback. Based on the results, a medium-fidelity prototype was designed, composed of six items: modular pencil holder, organizers, desktop tray, multifunctional partition panel, cup with saucer, and stackable planters. The prototypes were made of 3 mm MDF using laser cutting, allowing evaluation of their usability, proportions, aesthetics, and user interaction. These objects were tested directly in PEBO's workspace, showing improvements in workflow experience, spatial order, and user identification with the products. The project successfully met its three objectives: identifying decorative products used in creative offices, analyzing the formal and functional characteristics of PEBO’s work environment, and proposing a prototype coherent with its visual identity. It concludes that user-centered design can deliver applicable, meaningful, and context-adapted solutions that enhance well-being, functionality, and aesthetics in professional environments.
Productos editoriales para fortalecer la imagen corporativa de la empresa PATRICIO CEPEDA CIA.LTDA
(2025-03)
Muyulema Molina, Byron Paul
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García Analuisa, Diego Patricio
El presente proyecto propone la creación de productos editoriales para fortalecer la imagen corporativa de la empresa PATRICIO CEPEDA CIA. LTDA., una organización que se destacada en la fabricación de carrocerías para buses en la provincia de Tungurahua, Ecuador. Ante la falta de recursos gráficos que comuniquen eficazmente su identidad, se desarrolla productos editoriales que permitan abarcar la variedad y calidad en la fabricación de carrocerías para buses. Estos recursos mejorarán la presentación de productos, destacarán características clave como modelos y equipamiento, y facilitarán la toma de decisiones de los clientes. La propuesta incorpora principios de diseño gráfico y editorial, enfatizando la claridad, estética y funcionalidad. Mediante el uso de catálogos y otros materiales, se busca incrementar la competitividad de la empresa en un mercado altamente dinámico, no solo hará que la empresa destaque en el mercado, sino que también facilitarán una mejor comunicación con su público objetivo y fortalecerán su imagen corporativa además contribuye potenciando su presencia tanto a nivel regional como nacional. Este esfuerzo consolida a PATRICIO CEPEDA CIA. LTDA. como una marca profesional, confiable y visualmente impactante en su sector.
Gestión de activos de marca de la empresa de diseño de bodas y eventos Andrea Arroba
(2025-03)
Armas Gavilanes, Dennis Michael
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Pilamunga, Marcelo
Este proyecto tiene como objetivo optimizar la gestión de activos de marca de Andrea Arroba, una empresa especializada en el diseño de bodas y eventos en Ambato, Ecuador. A pesar de su reconocimiento en el sector, se identificaron desafíos en la coherencia de su identidad visual y en la conexión emocional con sus clientes, lo que afecta su posicionamiento y diferenciación en el mercado. A través de una investigación basada en encuestas, entrevistas y auditorías de marca, se evidenciaron inconsistencias en la aplicación de los elementos gráficos y en la comunicación de los valores esenciales de la empresa. Como solución, se propone el desarrollo de un manual de marca, un documento estratégico que estandariza los lineamientos de branding, garantizando una representación visual clara y consistente. Este manual no solo establece normas para el uso del logotipo, la tipografía y la paleta cromática, sino que también incorpora estrategias de personalización, alineadas con la esencia de la marca. Además, promueve prácticas de sostenibilidad, reflejando el compromiso de la empresa con el entorno y sus clientes. La implementación de esta herramienta fortalecerá la percepción de la marca, mejorará la fidelización de clientes y consolidará su presencia en el competitivo mercado de eventos.

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