Browsing by Author "Espinoza Méndez, Edgar Marcelo"

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Creación de un sistema de ilustración con base en el estudio semiótico de los sellos de la cultura Jama Coaque aplicado al diseño de camisetas
(Universidad de Cuenca, 2024-07-09) Velasco Cajamarca, Christian Andrés; Espinoza Méndez, Edgar Marcelo
This project focuses on the design of an illustration system based on the semiotic study of the stamps of the Jama Coaque culture, in order to contribute to the production of Ecuadorian graphic design. This project comprises a semiotic analysis of a sample of Jama Coaque stamps to produce a graphic and conceptual line that supporting an illustration system proposal. The first stage featured collecting data from the Jama Coaque culture. To develop this proposal, the design thinking methodology was used, which has a renewed five-phase process: Empathize, define, ideate, prototype, and test. With this application a sign system derived from the semiotics existing in the art of culture was achieved, which was designed according to iconographic elements of the composition of cylindrical, flat, and tubular Jama- Coaque seals. In the second stage of the project, a modular illustration system was designed, both technically and conceptually, based on the classification developed during the semiotic analysis. Through the fulfillment of the objectives of semiotic research and the application of the results achieved with the techniques and methodological processes of design thinking, a product comprising different elements and a variety of visual proposals suitable for being applied to textile material, specifically T-shirts, was developed. This graphic system of modular stamps is easy to apply not only on fabric supports like T-shirts, but it also promotes interaction with the target audience through alternative printing techniques.
Diseño de Branding y Packaging para un negocio de ventas de artículos en la ciudad de Cuenca
(Universidad de Cuenca, 2021-09-29) Cedillo Méndez, David Cayetano; Espinoza Méndez, Edgar Marcelo
In this work, a Graphic Design solution is proposed and argued for a business focused on the sale of personal and household items, which needs to generate a brand identity. So the work tries to solve this case through the examination and proposal of each of the creative steps that allow generating the representative concept of the business through the application of the brief, So the work tries to solve this case through the examination and proposal of each of the creative steps that allow generating the representative concept of the business through the application of the brief, thanks to an interview with its owners; the generation of naming, by resorting to the creation techniques selected and specified in the document; and the creation of the graphic identifier duly supported by a theoretical base and exercises to obtain a creative response. These aspects were finally applied to the business in question.
Diseño de identificador gráfico y manual de identidad visual como propuesta de imagen de marca para un PYME agrícola de Cuenca
(Universidad de Cuenca, 2020-05-20) Bacuilima Yunga, Diego Fernando; Espinoza Méndez, Edgar Marcelo
The following project describes the stages, tools and outcome of a design process, based on the Design Thinking methodology, applied to the development of a brand image for an agricultural SME in Cuenca city, which seeks to change the way it trades its products and reach a larger market segment. In the process, the necessary information was collected to identify the strengths and weaknesses of the business on the basis of which to work towards a solution that satisfies the needs of the client. At the end of the process, we obtain the graphic identifier and its identity manual, which describes the necessary guidelines for its proper use.
Diseño de identificador gráfico y sistema de etiquetas para la empresa de productos derivados del café “Despertar Amazónico”
(Universidad de Cuenca, 2023-11-16) Maldonado Oyervide, Daniel Mauricio; Espinoza Méndez, Edgar Marcelo
At present, the graphic identifier of a company is very important, because it allows first to give an identity, then it fulfills the function of making the brand known to the public, in order to enter the medium in which it must compete. However, in Cuenca and in different cities of Ecuador, companies do not have an identifier with which people recognize them in the market; this, then, is not only essential for companies, but it is the inevitable trigger that allows their growth. Based on the aforementioned, for this work, a manufacturer of coffee products has been selected, which requires refreshing the corporate identity. In this way, as a general objective, it was proposed to develop a new graphic identifier, a manual for it and a label system for the products that the company has. For the development, the Ellen Lupton methodology has been used, which allows –through three points– to define the problem, generate ideas, define the form, and carry out the design process in an ideal way. Regarding the phase of defining the problem, the aim is to talk with the client to find out more about the needs that they have as a company, information is collected through a brief in which there are necessary specifications for the creation of their design; In the phase of generating ideas, information is collected based on a field investigation to have all the necessary elements to design the proposals that will be a guide for the final phase; In the last phase that defines the form, everything investigated in the previous phases is used and the final models of the design process will be built.
Diseño de marca ciudad para el GAD parroquial Las Nieves
(Universidad de Cuenca, 2020-11-16) Brito Quezada, Erick Xavier; Espinoza Méndez, Edgar Marcelo
The purpose of this project is to build and implement the trade mark – city for the Snow Canton Nabon Parish. The design process has as the main focus the use of the Design Thinking methodology, based on Design Thinking, business innovation of Mauritius Viana and Graphic Design Thinking, Ellen Lupton and Jennifer Cole. This methodology is divided into four stages; the first is the dive stage, where we will be fully aware of the history of the parish, the second stage allows us to analyse and synthesize the information obtained during the dive; this is the third stage, which is working on ideation and prototype; the fourth and final stage, details found during the various tests are corrected. The use of this methodology responds to the need for active integration of users involved by making them participants in the design process and, from their experiences, to fulfil the creation of the brand – the city of the Las Snives of the Nabon Canton.
Diseño de marca e identidad corporativa como estrategia de posicionamiento de la finca agroturística Don Antonio de San Vicente, cantón El Pan, provincia del Azuay, Ecuador
(Universidad de Cuenca, 2023-02-04) Ávila Martinez, Sofía Marcela; Espinoza Ramon, Katherine Lizbeth; Espinoza Méndez, Edgar Marcelo
The Don Antonio Agrotourism Farm (FADA) is a family business dedicated to the production of 100% handmade products such as liqueurs, jams and yogurts. It has obtained great recognition throughout its career within the gastronomic and tourist world; Despite this, the farm has not been able to position itself as a competitor in the market due to its deficient visual identity and its misapplication, techniques and tools for the correct application and use of its own brand. That is why the following project proposal focuses on the development and creation of the graphic identifier for FADA, with its respective basic manual for use and application; likewise, the creation of naming, brand image and label development for each of the production lines mentioned above; With this, a memorable brand image is sought that ensures the positioning of the farm and its products in the market.
Diseño de scrapbook informativo para estudiantes de nuevo ingreso de la carrera de Diseño Gráfico de la Universidad de Cuenca
(Universidad de Cuenca, 2024-03-06) Arias Gallardo, Samia Abigail; Espinoza Méndez, Edgar Marcelo
This work aims to guide students on the academic progress of the Graphic Design program at the Faculty of Arts of the University of Cuenca. It involves creating an informative scrapbook detailing each semester's courses with visual and digital resources to enhance interaction. The methodology applied follows the design principles proposed by Ambrose and Harris. The document reflects the process of creating the Curricular Integration Project, consisting of three sections: the first section emphasizes the justification, importance, limitations, and conceptual foundations that explain the methodology's role in the project. The second section describes the methodology, and reasons for its use, and process of development, along with the project's initial stages. Finally, the third section technically develops the project, applying the knowledge acquired throughout university instruction.
Diseño de un libro ilustrado inspirado en los códigos cromáticos de películas ganadoras en la categoría de ciencia ficción de los premios Saturn
(Universidad de Cuenca, 2022-05-07) García Morán, Angie Michelle; Espinoza Méndez, Edgar Marcelo
This document shows the research and development to carry out an editorial project through an interdisciplinary process, which are editorial design, illustration, and color with the aim of creating an illustrated book that seeks to visually inspire, narrate the concept of color synesthesia. And expose each of the primary or best known colors globally. These concepts will be used in a science fiction film compilation to demonstrate how colors relate to the context projected by a scene. An analysis of counterparts and similar references to this project was carried out, in order to have a concrete idea of all the resources and concepts that will be introduced in the book, a briefing and a mood board were also generated to have an idea of the entire graphic style. Regarding the design methodology, paper prototypes were used to define the size, grids were also designed to determine the layout spaces. A relevant aspect was the choice of fonts and the justification for their use. Icons, specific pages regarding the use of color and a glossary were also added. Each of the details that have been added to the book are thought to complement its design and content, becoming an academic and inspirational tool.
Diseño de un producto didáctico como recurso de aprendizaje y desarrollo de capacidades motrices dirigido a los niños de cuatro años con discapacidad visual en la ciudad Cuenca-Ecuador
(Universidad de Cuenca, 2023-02-24) León Arévalo, Melany Daniela; Espinoza Méndez, Edgar Marcelo
This project aims to design a playful product as a learning and fine motor development resource for children aged four with a disability level of 50% to 84%. The Gui Bonsiepe projection methodology, consisting of three phases: problem structuring, design and realization, was used for the design. Based on the needs of children with low vision, activities were fixed as an educational kit with a 30 cm x 30 cm format that has illustrations with chromatic and typography applied for the children to be able to perceive them. Prototypes were made to implement and evaluate the product. Based on the observations, a kit of five playful activities that focus on the development of motor capacities was defined.
Diseño de un producto editorial que aporta al manejo de la ansiedad mediante ejercicios de arte, dirigido a jóvenes universitarios
(Universidad de Cuenca, 2025-03-20) Pesántez Calle, Paula Emilia; Espinoza Méndez, Edgar Marcelo
This interdisciplinary project aims to design an editorial product to address anxiety among young university students through art exercises. Anxiety is a growing concern in contemporary society, and art has been shown to be effective in its management. The final product will be an interactive book containing various artistic activities designed to reduce anxiety and promote emotional well-being. The project is based on extensive literature review and consultations with psychology experts. A design methodology is followed, covering from problem definition to product implementation and validation. A detailed timeline and required resources are provided for each stage of the project.
Diseño de un producto editorial sobre los 20 años de historia de la Crónica Roja, barra oficial del Deportivo Cuenca
(Universidad de Cuenca, 2022-11-28) Sigcha Carangui, Paúl Santiago; Espinoza Méndez, Edgar Marcelo
Editorial design is a field that allows to model and create compositions of publications, such as magazines, newspapers, books, etc. So that they are attractive and functional, as well as transmitting information and knowledge to readers. In this way the main objective of this project is to make known the bar Cronica Roja and its members, who are an organized group of fans who encourage their team in all home or away matches and are recognized as the main bar of D. Cuenca. Its members have suffered the rejection and negative qualifications of a part of society, many times for their clothing, actions and the simple fact of accompanying a football team, however, there was the opening of the group towards the citizenry to show its structure, projects and objectives that have built them for more than two decades. In order for people with wrong thinking to be able to change their perspective of this group, while its members obtain a book tribute of their experiences. As a working methodology, Gui Bonsiepe’s design method was applied, which allowed starting from the need raised above, the next step was to look for a solution through editorial design, valorizations and corrections, which lead to the final stage of prototyping and valorization by users. Thanks to field research we were able to talk with referees from the bar, who provided the graphic and textual resources necessary for the development of the book, these elements were used to present clear and truthful information, a pleasant narrative, texts, photographs and musical resources that provided a message and interactivity to users.
Diseño de un sistema de señalización y ruta turística para las iglesias del Centro Histórico de Cuenca
(Universidad de Cuenca, 2024-03-05) Cajas Campoverde, Dayanna Cristina; Espinoza Méndez, Edgar Marcelo
The present project is developed in the area of signage entitled ̈Design of a signaling system and tourist route for the churches of the Historic Center of Cuenca ̈, where the entire justified process through which it was passed for its respective development is proposed, through the Design Methodology of Ambrose and Harris, which describes a series of stages to follow, such as the general research of the subject, the respective documentation of the place to work and technical development of the same, to present a final prototype, the result of the entire work process.These stages helped to define the design style in which the project will be worked on, based on an important stage of research for the decision-making about standards and options for the definition of technical and design aspects that guarantee quality, together with effectiveness and a style justified according to the religious and cultural theme used for its development.The project was a series of steps filled with knowledge and learning from mistakes that were solved to result in a product that meets the main objective of orienting with an element that fuses culture and religion in an efficient but stylish way
Diseño de un sistema señalético para el destino turístico comunitario de la Laguna Curiquingue
(Universidad de Cuenca, 2023-08-04) Zhingre Guamán, Génesis Daniela; Espinoza Méndez, Edgar Marcelo
The purpose of this degree project called "Design of a signage system for the community tourist destination of Curiquingue Lagoon" is to promote through signage the community destination of Curiquingue Lagoon, located in the Nabón canton, province of Azuay, an area with high tourist potential. Consequently, an integral system of tourist signage was designed to provide a friendly welcome for both tourists and local inhabitants. Based on field research, a signage system was developed that took into account the identity, culture and natural beauty of the canton, using printed and local media. The aim was that tourists could optimize their time and resources for a better enjoyment of their visit to the chosen place, either for leisure or health. The proposed tourist signage complies with the requirements of being visible and easy to understand. Its design included icons of tourist activities, services, restrictions and directional signs. As the most important conclusion, it is believed that the signage system, once materialized, can make possible the development of the area through an increase in tourist demand.
Diseño de una colección editorial ilustrada que resalta el feminismo dentro de la sociedad cuencana
(Universidad de Cuenca, 2021-06-08) Zumba Capito, María Paz; Espinoza Méndez, Edgar Marcelo
This project describes the process, tools and results of the design thinking methodology, applied to create an editorial product that allows the dissemination of the feminist movement, in order to highlight its main ideals and its historical importance within our context current. As a result, a collection of five diaries has been obtained, illustrated and elaborated by hand, in order to grant it artisanal properties, this production has a youth graphic line for a specific target, the diaries contain, each one, biographical data of wo men who they have been key within feminism.
Diseño editorial infográfico como recurso pedagógico para la enseñanza de los evangelios en la catequesis
(Universidad de Cuenca, 2021-04-21) Coronel Tapia, Sebastián David; Espinoza Méndez, Edgar Marcelo
Visual resources have always significantly supported the teaching-learning processes. This final research project seeks to design an infographic work that serves as complementary pedagogical material in the teaching of the Gospels for pubescent students aged from 9 to 13 years. First, we explore the catechetical environment to conceive and assimilate the idea of composition. Likewise, we make sketches in order to make different proposals; then we choose the best one. Finally, we proceed to vectorize the polished sketch of our composition in order to give it volume and texture; therefore, we create a high quality visual illustrative piece. The results found in this methodological process show that the use of infographics allows us to analyze information of complex interpretation in substantial and understandable graphic elements; thus, it influences the learning of religion in the pubescent students positively. All this process allowed us to support the development of an infographic editorial product, so that the catechetical institutions can use this new graphic and didactic resource for the biblical study of their students.
El diseño de servicios como herramienta para la integración de actividades artístico-recreativas para niños entre 9 y 11 años en situaciones de vulnerabilidad de la ciudad de Cuenca. Caso de estudio: hijos de recicladores
(Universidad de Cuenca, 2022-05-24) Espinoza Méndez, Edgar Marcelo; Saravia Vargas, Ariolfo Danilo
Vulnerability is a problem that affects millions of people in the world, and the recycling families of the city of Cuenca are in this situation; social groups that suffer discrimination, lack of work opportunties, access to various social services, etc. For that reason the Development Alliance Foundation works to help those families to find some way to meet their needs and, in particular, that of their children. In that sense, this thesis project concentrates on implementing the Service Design methodology as a strategy to generate artistic-recreational activity workshops, according to the children's needs and that help to manage their emotions. To that end we analyze concepts such as vulnerability, social exclusion, recreational activities, service design, and social innovation. The findings show that the inclusion of artistic workshops like Ceramics, Origami, Music, Corporal Expression, and Theater Games have greatly helped the children to manage their free time; likewise the self-management of their emotions: expression of thoughts, ideas, the ability to communicate in groups, strengthening personal security and self confidence, positive changes in self-esteem, channeling energies and impulses, and, above all, feeling capable of achieving something different in their lives.
Experimentación de técnicas de serigrafía aplicadas en ilustraciones que rescaten la Cultura Cañari
(Universidad de Cuenca, 2025-03-28) Landi Diez, Esteban Andrés; Espinoza Méndez, Edgar Marcelo
The thesis focuses on experimenting with screen printing, using designs inspired by the Cañari sculptures known as "ucuyayas". The aim is to combine shapes, textures, as well as experiment with avant-garde and fashionable screen printing methods to create designs for T-shirts. The research applies specific screen printing techniques to these illustrations, exploring different media and inks to add value and depth, in order to create visually appealing and culturally significant pieces. Silkscreen printing, known for its versatility and precision, will be used to recreate illustrations that present new aesthetic and meaningful proposals, adapted to today's reality. The experimentation process will focus on exploring various silkscreen printing methods, using seven types of inks, from the most common ones based on resins and plasticizers, to those made from water. Colors, textures and compositions that reflect the essence of the images will also be experimented with. This work will culminate with an organized presentation of the technical and practical methods of silkscreen printing, applied to a collection of illustrations that will visually convey the history and tradition of the Cañari culture. This was evident at the end of the project, since it not only fulfilled the exploration of current methods and techniques in Cuenca, but also allowed the creation of a unique graphic proposal that pays homage to the Cañari culture, consolidating silkscreen printing as a valuable tool for cultural preservation and dissemination Finally, the technique that inspired this project is highlighted: the use of water-based ink for the background, due to its advantages such as easy cleaning, its more ecological nature and the reduction in the use of additional products to reuse the mesh, since it does not dirty the edges when cleaning it. In addition, vinyl ink was used on the top and adhesive as a stencil instead of the traditional emulsion, a methodology that was highlighted as effective.
Libro ilustrado con técnicas análogas acerca de las especies de orquídea endémicas del Ecuador
(Universidad de Cuenca, 2022-04-12) Illescas Torres, Karina Michelle; Espinoza Méndez, Edgar Marcelo
Illustration as an art at the service of science. The following project is a journey through Scientific Dissemination through the development and implementation of an Illustrated Book, where editorial design and illustration converge; in order to convey the situation and the importance of protecting the biodiversity that surrounds us, focusing on plant species, through teaching the Endemic Orchids of Ecuador in critical danger of extinction. The main objective is to generate environmental awareness and sow a seed that transmits interest, knowledge and sensitivity for the environment. Using the Design Methodology of Gavin Ambrose and Paul Harris as a foundation, we gave rise to our illustrated botanical popularization book narrated by a fictional character, divided into two parts, both merged through a single Siamese binding: Libro I, Orquídeas, endemismo y extinción y Libro II, guía botánica. This document reviews the stages of creation of: Rojo Orchidaceae.
Libro pop-up para promoción turística de la Catedral de la Inmaculada Concepción de Cuenca
(Universidad de Cuenca, 2025-09-26) Chuchuca Castro, Renzo Xavier; Espinoza Méndez, Edgar Marcelo
The objective of this work is to develop a pop-up book that functions as a tourist guide to promote the Cathedral of the Immaculate Conception in Cuenca, Ecuador. The process is based on the methodology proposed by Loraine Blaxter, which is structured in three main sections: justification of the topic, delimitation and basic concepts. Second, understanding the context and the problem, analysis and identification of the problem to be solved and how the pop-up project contributes to its solution. Finally, third, development of the final proposal covering the process of building the book by implementing the technique. At the end of the document, a reflection is made on the lessons learned during the process. This project seeks not only to generate a tourist promotion, but also to explore how architecture and design interact in an innovative and attractive format.
Propuesta de campaña BTL para dar a conocer los oficios tradicionales de Cuenca
(2018) Fernández Molina, Diego Israel; Espinoza Méndez, Edgar Marcelo
This project focuses on the creation of a BTL campaign proposal to present traditional trades of the city of Cuenca. The methodology used is based on the book: Design Thinking Business Innovation of Mauricio Vianna, which is developed in 5 stages: empathize, analyze and define, ideation and prototype and test. In addition, Alex Kavounas Strategic Thinking was used to generate the advertising campaign proposal. The work is divided into three chapters, the first part starts with a Desk Research where an investigation of conceptual and historical elements involving: traditional trades, BTL campaigns, use of new media and design tools was conducted. In the second chapter the first two stages of Design Thinking were developed: analyze and define. The third chapter presents the following phases of ideation, prototyping and testing. The use of this ethodology responds to the need of generate a BTL campaign strategy in conjunction with the users who were participants in the design and generation process of the campaign.