Diseño Gráfico -Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/317

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Branding para una marca de ropa basada en la iconografía Cañari para hombres de 18 a 27 años de la ciudad de Azogues
(Universidad de Cuenca, 2025-07-14) Castro Espinoza, Byron Augusto; Becerra Domínguez, Mario René
This degree project focuses on developing the branding for a clothing brand based on the Cañari culture for men aged 18 to 27 in the city of Azogues, Ecuador. For the construction of this project, the methodology proposed by Bruce Archer was chosen. Through its three phases—analytical, creative, and executive—clear and precise results were obtained. Regarding the analytical phase, essential information about the Cañari culture was collected, followed by conceptual foundations and finally, homologous clothing brands that base their designs on ancient cultures. In the creative phase, the corporate branding proposal and the development of graphic pieces for t-shirts were carried out, all based on a brief that served as a guide.
Campaña de posicionamiento en medios digitales aplicada a la marca de Automotores Venucia
(Universidad de Cuenca. Facultad de Artes, 2026-02-23) Rosales Rubio, María Verónica; Becerra Domínguez, Mario René
This project involves developing a digital media positioning campaign for the Venucia Motors brand, targeting a pre-segmented demographic, psychographic, and socioeconomic audience. The proposal stems from an understanding of the challenges faced by an emerging brand, how it presents itself to the public, and how this impacts sales. The design process was divided into key stages. The research was based on qualitative interviews with current and potential customers, yielding crucial insights into brand perception, interests, and pain points. This information informed the creation of an advertising brief to organize and structure the campaign strategy. Additionally, similar campaigns addressing comparable challenges were analyzed. Using the collected data, various ideation methods were implemented, including mood boards, the scamper method, brainstorming, and storytelling, to define the campaign’s conceptual, visual, and stylistic aspects, ultimately leading to a final proposal for production. Finally, the campaign production was executed in accordance with all the previously stipulated guidelines. Graphic pieces for each stage of the proposal were also created, resulting in a direct, aesthetic, and functional campaign for the brand.
Desarrollo de una campaña publicitaria para dar a conocer las artesanías de la parroquia San Joaquín
(Universidad de Cuenca, 2025-04-24) Durán Arévalo, Sofía Jaqueline; Becerra Domínguez, Mario René
This project aims to create an advertising campaign that enhances the visibility and appreciation of the handicrafts from the parish of San Joaquín. These pieces, carefully crafted by local artisans, reflect the cultural identity of the region and preserve traditional techniques passed down from generation to generation. However, this craft faces the risk of disappearing due to lack of interest and recognition. The advertising campaign seeks to highlight not only the decorative value of these handicrafts but also their usefulness in daily life. Many of these products are used in everyday activities such as harvesting, shopping, food preparation, and moments of recreation and family gatherings. Through a creative and approachable strategy, the campaign aims to showcase these multiple facets to generate greater interest and appreciation for artisanal work. Additionally, the campaign proposes the use of graphic and digital media to reach both the local population and tourists visiting the city. With this initiative, the goal is not only to promote handicrafts but also to strengthen the recognition of artisans, encourage the consumption of handmade products, and contribute to the preservation of this valuable cultural heritage.
Diseño de carteles interactivos para concientizar sobre el TDA (Trastorno por déficit de atención) dirigido a los estudiantes del Campus Yanuncay de la Universidad de Cuenca
(Universidad de Cuenca, 2023-02-28) Mosquera Vintimilla, Juan Fernando; Becerra Domínguez, Mario René
The curricular integration work aims to design interactive posters to raise awareness about ADD (Attention Deficit Disorder) to the students of the Yanuncay Campus of the University of Cuenca. The project has been developed by using Bruno Munari's Project Methodology, which has been adapted to the case study, taking into account the twelve sections that it presents, thus solving possible sub problems that may arise during the design process. . In the first moment, the investigation of the problem was carried out based on the justification and importance. Later, the investigation was carried out within the Yanuncay Campus and thanks to the professionals of the mental health area, it was foreseen to understand the context of the problem, also The graphic experimentation process was carried out based on the results obtained and in this way, when establishing a functional solution, favorable results were achieved for the project. Finally, in the last section, verification and reflection on the learning obtained during the design process took place.
Diseño de un libro ilustrado para la concientización sobre la discriminación escolar
(Universidad de Cuenca, 2023-02-06) Enríquez Amay, María Belén; Becerra Domínguez, Mario René
This project was planned in order to raise awareness through illustration about school discrimination in schools in the city of Cuenca, Ecuador. To carry out this entire process, the Design Thinking methodology was followed, which consists of 5 stages that were organized into the four sections of this project. In the first section, justification, delimitation and scope and conceptual foundations were given. From the second section, the methodology will be found and explained and how it was resolved step by step, the process is developed to understand the context and how it was resolved through research techniques such as: interviews, surveys, focus groups, user modeling and peer analysis to find the next step, which is to complete the design brief. It gives way to the third section in which the brief is executed, design proposals are devised and built that meet the established objective. Finally, in the fourth section, observations are made on the learning and experiences that were obtained throughout the project process and recommendations for future projects.
Diseño de un producto editorial para concientizar sobre la situación de calle en la ciudad de Cuenca, Ecuador
(Universidad de Cuenca, 2023-02-28) Tocachi Bravo, Renzo Sebastian; Becerra Domínguez, Mario René
The objective of this work is to create awareness among people about people in a street situation in the city of Cuenca, Ecuador. The graphic design it plays an important role in communication, since creating visual pieces can generate a great impact on society due to what it communicates and the message it transmits. This project is carried out in conjunction with Bruno Munari’s Projectual methodology that has 8 phases. In the first stage, the problem is defined, elements of the problem to give a great solution to the initial problem. In the second, information is collected that is directly related to what was stated above. Your third step is to perform a data analysis to see if the information that was collected is useful. In the fourth step, Creativity is given, which consists of taking various solutions into account. Then, fifth step, materials and technology where the use of materials, methods or any type of resource that is available to provide a solution is given. In the sixth step, we experiment with a variety of materials in order to reach a solution. In the models, seventh step, we provide solutions put into practice. And finally, the verification that helps us to check if the solutions that we are providing are functional or not; in addition, of the teachings and learning of the work.
Elaboración de un sistema señalético para la fundación de ayuda al adulto mayor Rikuna Kuyay del cantón Gualaceo
(Universidad de Cuenca, 2025-03-20) Guamán Bautista, Christian Adrián; Becerra Domínguez, Mario René
This work aims to develop a signaling system for the Foundation of help to the elderly Rikuna Kuyay of the canton Gualaceo, Ecuador. In this sense, a document has been prepared that records the process carried out using the methodology of Paul Harris and Gavin Ambrose that consists of 7 phases. The first phase where the theme and the target audience were defined. In the second phase, the process of investigation and identification of possible obstacles was developed. Third, the ideation or generation of ideas phase was carried out. In the fourth phase was carried out the prototyping or materialization of ideas for previous revisions. In the fifth phase we have the selection process, evaluation of possible solutions. Sixth, the implementation and delivery phase to the customer was developed. In the last phase, it was analyzed if the proposal has met its objectives, while identifying improvements that can be applied in the future. On the other hand, the study focused on older adults and the importance of creating an inclusive signage that adapts to the needs of such users. Therefore, through the methodology it was possible to meet the expected objective, since each stage allowed the learning and the solution of problems that during the realization of the work were solved in an appropriate way, achieving to fulfill the objective of communicating and orienting within the physical space of the determined institution.

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