Diseño Gráfico -Pregrado

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Campaña publicitaria para concientizar sobre el respeto y solidaridad hacia los adultos mayores en el cantón Cañar
(Universidad de Cuenca. Facultad de Artes, 2026-04-02) Cantos Montero, Jennyfer Estefanía; Torres Díaz, Esteban Teodoro
This degree project develops an advertising campaign focused on raising awareness about respect and solidarity toward the elderly in the Cañar Canton. Through the use of communication strategies and visual resources, it seeks to sensitize young people to the importance of valuing and recognizing the significant role that older adults play in our society. The project proposes an empathetic and participatory approach that promotes inclusion, intergenerational respect, and reflection on everyday attitudes toward the elderly.
Visualización de datos a partir de un registro estadístico de matrimonios y divorcios generados por el INEC durante el 2020
(Universidad de Cuenca. Facultad de Artes, 2026-03-20) Nieto Tarqui, David Andrés; Carpio Padilla, Patricio Ismael
The present document has the purpose of proposing an audiovisual piece that presents data about marriages and divorces in Ecuador from the year 2011 to the year 2020, with the objective to contrast how the COVID-19 pandemic impacted the marital behavior of the population during the sanitary crisis during 2020. For this purpose, it is taken as a basis the results registered by the National Institute of Statistics and Censuses (Instituto Nacional de Estadística y Censos, INEC), which have been analyzed, selected and adapted to construct a visual narrative that informs and, at the same time, generates closeness with the audience. The project combines visualization of data, motion graphics and storytelling as key tools to transmit information in both an entertaining and accessible way, appealing to humor and a captivating narrative. The main purpose is to present the selected statistics through a graphic proposal with identity, that facilitates it’s comprehension and arouses interest in the public. The integration of data with narrative elements and bits of humor allows a transformation of cold figures into stories that are significant and close. Through the use of digital tools, illustrations, music and voice-over, it is seeked to create a dynamic audiovisual experience that captures attention and favors retention of the message, transforming visualization of data into an informative, reflexive and emotional piece.
Diseño y modelado 3D de personajes míticos de la cultura Kañari
(Universidad de Cuenca. Facultad de Artes, 2026-03-11) Guamán Guamán, Sara Estefania; Martínez Sánchez, René Sebastián
The main objective of this research project is to design and materialize a three-dimensional character inspired by the worldview of the Kañari Nation, to safeguard and disseminate the tangible and intangible cultural heritage of the Andean region. The methodology follows an interdisciplinary qualitative approach divided into technical and conceptual stages. In the initial phase, a profound ethnohistorical research was conducted, based on the historical texts Los Cañaris I and II (1996), Atupaña (2017), and the myths compiled by Zaruma (2008). This foundation allowed the conceptual design of sacred and mythical characters, Ruku Yaya and Urku Yaya, taking the archaeological phases of Narrío, Cashaloma, and Tacalshapa as iconographic references. For this purpose, the character creation methodology of Guzmán (2016) and the American aesthetic thought of Accornero (2007) were applied, prioritizing the use of the Kichwa language and its own spelling as an act of linguistic sovereignty to reclaim original identity. Subsequently, the project focused on the technical development of Urku Yaya through digital modeling and sculpting, following Vaughan’s (2012) workflow. During this stage, high-density tools were integrated to ensure the fidelity of cultural features and the anatomical complexity of the piece. The final phase consisted of additive manufacturing following the technical guidelines of Frauenfelder (2013) using Bambu Lab (2024) technology, validating the transition from the virtual environment to the physical one. As a result, a high-fidelity prototype was obtained, acting as a communicative bridge between ancestral memory and contemporary technology. It is concluded that this syncretism between design and ancestry consolidates as an exercise of cultural re-existence and a powerful vindication of indigenous lineage in the 21st century.
Diseño de una pieza de motion graphics sobre la elaboración del sombrero de paja toquilla de la chola cuencana
(Universidad de Cuenca. Facultad de Artes, 2026-03-06) Barreto Huanga, Lenin Omar; Carpio Padilla, Patricio Ismael
This graduation project aimed to design a motion graphics piece that communicates the process of crafting the chola cuencana toquilla straw hat, to contribute to the dissemination and revalorization of this artisanal craft as part of the cultural heritage of the city of Cuenca. The project was aimed at a young adult audience aged 25 to 35 with an interest in cultural content. It was distributed through digital platforms such as Instagram and TikTok. For its development, the methodologies Design for Motion by Austin Shaw and Animated Storytelling by Liz Blazer were applied, structured into the stages of research, ideation, visual design, production, and implementation. The research phase included interviews with an artisan and surveys of the target audience, which enabled the definition of a straightforward visual narrative and an appropriate graphic style to communicate the artisanal process. The audiovisual piece was developed in vertical Full HD format, using flat design illustration, voice-over narration, and ambient music. Finally, through a focus group, it was evident that the piece clearly conveyed the main message, with both the visual style and the narration receiving positive evaluations. In conclusion, the project demonstrates that motion graphics is an effective tool for communicating cultural processes and strengthening the dissemination of artisanal heritage in digital environments.
Diseño de un producto editorial como recurso didáctico para la enseñanza del abecedario a niños de 5-8 años con dislexia
(Universidad de Cuenca. Facultad de Artes, 2026-03-06) Moreno Calle, Tatiana Elizabeth; Carrión Andrade, Galo Bernardo
This undergraduate thesis focuses on the design and production of a didactic editorial resource aimed at facilitating alphabet teaching for children aged 5 to 8 with dyslexia. The project arises from the need to mitigate learning and emotional barriers through a proposal that prioritizes typographic legibility and effective visual association. The research is based on a qualitative approach that integrates field tests and experimental validation methods, structured into three fundamental sections: the first establishes the theoretical foundations and justification of the topic; the second describes the documentary research, field work, and problem analysis; and the third develops the ideation, design, and technical production process. The creative phase integrated analog illustrations with digital post-production to achieve an organic and functional aesthetic. Prototyping employed a modular grid and interactive die-cutting, culminating in high-fidelity production via laser cutting and UV printing on triplex board. Finally, validation with the target audience demonstrated that the tool serves as an effective pedagogical support for grapheme decoding and the reinforcement of confidence during the initial learning stages.
Diseño de un libro conceptual que aporte a la representación visual de las fobias más comunes en la sociedad contemporánea
(Universidad de Cuenca. Facultad de Artes, 2026-03-05) Zaldúa Trelles, Camila Alejandra; Escobar Cobos, Santiago Andrés
The project addresses the need to raise awareness of phobias, which are psychological disorders that are commonly minimized, misunderstood, or stigmatized in today's society. The American Psychological Association tells us that phobias are a type of anxiety disorder characterized by constant and irrational fear of specific objects, activities, or contexts. Phobias affect the well-being of those who suffer from them. According to several studies, up to 15% of the population in Ecuador may suffer from some type of phobia throughout their lives, and there are few resources available to identify them. In 2023, Ecuador's Ministry of Public Health reported an increase in mental health care. The aim of the project is to convey phobias through artistic makeup, integrated into an art book, which will serve as a resource for identification and representation. For the development of the project, surveys were conducted with 66 people using the Google Forms platform, ranging in age from 15 to 59, but with the majority of responses within the 21 to 25 age range. The results showed that the most common phobias were acrophobia, social phobia, musophobia, claustrophobia, and thalassophobia. These will be illustrated using makeup and photography with the help of photomontage and photo retouching, modifying and distorting facial features with Adobe Photoshop software tools, and then captured in the concept book. Likewise, questions were asked about the feelings experienced when facing the phobia, with anxiety being the predominant result, followed by a need to flee, also with a high percentage. To a lesser extent, responses such as crying or distress, paralysis or blockage, tingling sensations in the body, and heavy breathing were recorded. The surveys concluded with questions aimed at identifying visual elements that would help other people understand phobias for a more accurate representation of each one. The results showed a greater preference for dark colors, aggressive textures, dim light, and abstract shapes for greater representation. Based on the results, an artistic and visual approach was taken to generate empathy and understanding around psychological disorders.
Diseño de identidad corporativa y estrategia de branding en redes sociales para la empresa “EXCONT S.A.S” de Piñas-Ecuador
(Universidad de Cuenca. Facultad de Artes, 2026-02-27) Tenecela Mejia, Katherine Yasbeth; Espinoza Méndez, Edgar Marcelo
Excont S.A.S. is a company located in the city of Piñas, El Oro province. It is characterized by its accounting and financial focus; in addition to providing professional services, the company carries out an informational role thru its digital channels, thru which it frequently communicates regulatory and legal updates. However, despite its contributions, it faces a significant challenge: a lack of visibility and collective recognition. Therefore, this project aims to develop a proposal whose primary objective is the design of a corporate identity and a social media branding strategy, in order to strengthen its visual identity and improve its recognition among clients. The project’s development was structured according to the Ambrose and Harris methodology, which was complemented by the methodologies of Ellen Lupton and Hervás; it was also simplified into four phases: Definition; it was aimed at understanding the problem thru interviews, surveys, and the analysis of the pre-existing brand’s signs. On the other hand, the second phase focused on studying the context, identifying the needs of the target audiences, and defining the brand strategy. In the third phase, concept and style, tools such as competitor analysis, mood boards, naming, sketches, and the social media branding strategy were used. Finally, in the fourth phase, ideation, the concept was visualized; the brand manual was developed, followed by the content guide and the creation of mockups, which form an integral part of the proposal.
Diseño de un producto editorial que revalorice y dignifique la labor de los zapateros de Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Artes, 2026-03-02) Bravo Hernández, Juan David; Peralta Fajardo, Paul Gustavo
This thesis aims to design and develop an illustrated editorial product focused on revaluing the artisanal shoemaking of the city of Cuenca, Ecuador. The project seeks to raise awareness among new generations, especially children, about a craft that is increasingly being forgotten and is on the verge of disappearing. For its development, the Design Project Model (MPD), proposed by Paul Peralta Fajardo, was employed, which seeks coherent and socially meaningful design solutions through a sequence of phases ranging from problem identification to proposal formulation and validation.
Diseño de interfaz de una aplicación móvil para el rescate y cuidado de animales en situación de calle en Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Artes, 2026-03-04) Robles Encalada, Iván Mauricio; Peralta Fajardo, Paul Gustavo
This project aims to design the interface for a mobile application for the rescue and care of stray animals in the city of Cuenca, Ecuador. User-centered methodologies and emotional design principles were applied. This document records the process of creating the Curricular Integration Project, which consists of three parts. The first part highlights the project’s justification and importance in light of the local problem, which is driven by a low adoption rate. It also outlines the design’s limitations and scope, as well as the rationale behind the interface and user experience decisions. The second part describes the methodology used, detailing the research, ideation, and prototyping stages. It includes the findings of citizen surveys and interviews with veterinarians, local rescue centers, and UI/UX interface designers. Finally, the third part presents the final interface design, the complete design system, and the results of usability tests conducted with 16 participants. This demonstrates how design can transform complicated rescue processes into intuitive actions that generate change.
Diseño de un producto editorial ilustrado con técnicas análogas para la preservación de la medicina ancestral, plantas medicinales y las ceremonias andinas ecuatorianas en Cuenca
(Universidad de Cuenca. Facultad de Artes, 2026-03-02) Bacuilima Romo, María Emilia; Espinoza Mendez, Edgar Marcelo
The objective of this thesis is to design an illustrated publication, developed using analog techniques, aimed at preserving and disseminating the ancestral medicine and ceremonies of Ecuadorian Andean cultures, with an emphasis on the context of the city of Cuenca. The project arose from the need to generate visual and editorial records that document this traditional knowledge, which, although still relevant today, is mainly transmitted orally and through direct practice. The research was conducted using a qualitative approach, with quantitative support, integrating interviews with taitas, mamas, and specialists, field observation in traditional markets and ceremonial spaces, as well as surveys aimed at a young adult audience. This process allowed us to understand the Andean worldview, the ritual and medicinal use of plants, and to recognize appropriate ways of communicating this knowledge through editorial design, without losing its cultural or symbolic meaning. As a result of research and graphic experimentation, a dual-reading book structured in two parts is proposed. The first part is a theoretical section that contextualizes ancestral medicine and its cultural and spiritual foundations; the second part focuses on a practical dimension, consisting of illustrated plates on medicinal plants, traditional diseases, and forms of preparation. The product integrates naturalistic illustration made with analog techniques, documentary photography, and handcrafted pages made with natural fibers, seeds, and recycled materials, strengthening the relationship between content, materiality, and message. In this way, the project demonstrates that graphic and editorial design can function as a tool for cultural preservation, capable of translating ancestral knowledge into a clear, sensitive, and coherent editorial object with educational, cultural, and symbolic value.
Campaña gráfica sobre la importancia de las abejas en nuestros entornos
(Universidad de Cuenca. Facultad de Artes, 2026-03-04) Gutiérrez Arichávala, John Sebastián; Becerra Dominguez, Mario René
The objective of this capstone project was to elaborate a graphic proposal for a promotional campaign about the relevance of bees in our environment. In this document, the decision-making process and the factors that influenced it will be explained, as well as the steps and tools used. Section one will be the justification, delimitation, and conceptual foundations. Section two explains the methodology based on William Wells' "Advertising: Principles and Practice" (2006). Finally, section three details the ideation, the creative execution, the development of the graphic line, the prototyping, and the different products to finish with the testing and the lessons learned throughout this project.
Diseño de piezas de motion graphic para concientizar el maltrato en los animales y la vulnerabilidad de sus derechos
(Universidad de Cuenca. Facultad de Artes, 2026-03-06) Avila Encalada, Jaime Andrés; Carpio Padilla, Patricio Ismael
The main objective of this project is to show the life of pets, particularly dogs, from a different perspective, highlighting the abuse they face. Through motion graphics animation pieces, the aim is to raise public awareness about animal abuse, inform society and prevent irresponsible behavior in future generations. To do so, the methodologies proposed by Liz Blazer and Austin Shaw were used. The project was structured in three fundamental sections. The first focused on research, delimiting the topic, developing the research process and analyzing the problem. The second consisted of searching for appropriate methodologies, analyzing homologous works and user modeling, which culminated in the creation of a brief with the necessary requirements for the animated pieces. The third section covers the pre-production, production and post-production phases. In pre-production, the pieces were designed using tools such as moodboard, storyline and storyboards, and essential aspects such as animation style, color scheme, typography and settings were defined. In the production phase, the pieces were animated with Adobe After Effects, and in post-production, the editing was done in Adobe Premiere, integrating the voice-over. Finally, the pieces were published on TikTok, Instagram and YouTube. The last section, dedicated to learnings, describes the experiences lived during the process, including the challenges faced at each stage.
Diseño de video mapping en espacios arquitectónicos del centro histórico de Cuenca para revitalización cultural
(Universidad de Cuenca. Facultad de Artes, 2026-03-02) Jara Illescas, Juan Daniel; Martínez Sánchez, René Sebastián
This report documents the development of a project focused on the application of video mapping animation to architectural spaces. Throughout the process, the potential of video mapping was analyzed as a tool that transcends the purely visual, understanding that its effectiveness depends on the correct interaction between the animation and the architecture onto which it is projected. The work addressed both conceptual and technical aspects, including planning through a technical script, the methodological organization of the animation process, and the use of digital tools such as After Effects and specialized plugins that optimize the workflow. These stages allowed for an understanding of the importance of structuring each phase of the project to guarantee narrative and visual coherence, preventing the result from being limited to a simple projection of effects. Furthermore, the project reflects on the use of video mapping as a visual intervention strategy in urban spaces, highlighting its capacity to reinforce cultural identity and generate new forms of connection between people and their environment. Overall, the report presents the experience gained during TICu and demonstrates the value of video mapping as a relevant resource within the field of graphic design and animation applied to public space.
Rediseño de posters de películas ecuatorianas dirigido a jóvenes adaptándolas a plataformas de streaming
(Universidad de Cuenca. Facultad de Artes, 2026-02-25) García Pinos, María Paz; Escobar Cobos , Santiago Andres
The importance of a movie poster lies in its ability to create a mental image and capture the viewer's attention. On streaming platforms like Netflix and Max, visual elements play a fundamental role in influencing users' decisions. Therefore, it is essential to analyze the visual and emotional impact these designs have on people. This research aims to explore the visual style and the level of user awareness when interacting with streaming platforms through a survey that gathers relevant information. Based on these findings, the goal is to generate interest among young audiences in Ecuadorian movies by reinterpreting posters adapted to these platforms, fostering creativity in their design, and applying contemporary values of local graphic design.
Desarrollo de una producción fotográfica de la cosmovisión andina mediante el maquillaje artístico
(Universidad de Cuenca. Facultad de Artes, 2026-02-26) Sarmiento Carmona, Maylen Abdela; Escobar Cobos, Santiago Andrés
This project develops a social media photography production focused on personifying elements of Andean cosmovision through artistic makeup. It emphasizes the importance of Indigenous cultures and their contributions to Latin American societies, reinterpreting their symbols and traditions in a modern and accessible way. Through digital platforms, it connects with a young university audience interested in art, culture, and identity, encouraging learning and reflection on the Andean legacy. The methodology follows Mike Simmons’ model and Design Sprint principles, structured in phases such as project justification, cultural research, conceptualization, production, editing, and evaluation. The target audience consists of university students aged 18 to 23 living in Cuenca who actively consume visual content on Instagram and TikTok. The ideation process involves researching cultural symbols, deities, and natural Andean elements to create makeup designs inspired by earth tones, gold, red, purple, green, and blue. Mood boards are developed to maintain aesthetic coherence across makeup, photography, and graphic design. The photography production features models aged 16 to 26, either Cañari or Cuenca residents, representing Andean symbols through expressive poses. Professional equipment, specialized lighting, and digital post-production are used to enhance visual quality. Additionally, short videos are produced to showcase the creative process and strengthen engagement on social media platforms. Media planning prioritizes Instagram for final images and TikTok for dynamic content, with regular posts explaining the meaning behind each symbol. Evaluation is carried out through engagement metrics and surveys to refine the strategy according to audience response.
Diseño de un libro visual juvenil ilustrado sobre las leyendas de las islas Galápagos
(Universidad de Cuenca. Facultad de Artes, 2026-02-27) Tipán Chico, Christopher Roberto; Lopez Zamora, Jorge Daniel
This Curricular Integration Project addresses the design of an illustrated children's book focused on the legends of the Galapagos Islands, which seeks to counteract the loss of the islands' cultural narrative due to the lack of graphic works documenting these stories. The proposal seeks to connect with young people through a visual and striking narrative that encourages them to discover this cultural legacy. To develop the project in question, the design methodology of Ambrose and Harris was applied, complemented by Ellen Lupton's Design Thinking tools. The process was structured in three rigorous stages: Research and Definition, focused on understanding the sociocultural context of Galapagos youth; Ideation, a stage in which the project's identity was defined through narrative and visual conceptualization; and Implementation, a technical phase that ranged from the retouching and digitization of illustrations to print testing. The result is a tangible product designed to revitalize the cultural imagination of the Galapagos, serving as a bridge to enhance both local identity and cultural tourism.
Propuesta de rediseño interior para el Instituto de Desarrollo Cognitivo ILVEM (sede Batan), con enfoque en el desarrollo integral. Ubicado en Cuenca- Ecuador
(Universidad de Cuenca. Facultad de Artes, 2026-02-27) Cobos Morocho, Nube Esther; Álvarez Carangui, María Verónica
The purpose of this thesis is to develop an interior design proposal for the ILVEM Cognitive Development Institute, Remigio headquarters, located in the city of Cuenca, Ecuador, in order to respond to existing spatial and functional problems. Based on an analysis of the context, users, and activities carried out at the institution, the main problems and needs of the space were identified. The proposal is based on a concept of connection, seeking to create flexible and functional environments that support learning processes. Tools such as 3D visualizations, architectural plans, technical drawings, and construction details were used in its development, ensuring functional and formal solutions. The result is an interior redesign proposal that places the user at the center of the spatial experience. Considering that children, young people, and adults participate in ILVEM, adaptable furniture capable of responding to the different needs and dynamics of each group is proposed. In this way, it is evident that interior design is important in educational environments.
Propuesta de diseño de un espacio coworking integrando un área de taller, mediante la reutilización de contenedores en la parroquia Tarqui, Cuenca-Ecuador
(Universidad de Cuenca. Facultad de Artes, 2026-02-22) Chica Peñaloza, Mary Liseth; Zhindón Duarte, Jonnathan Andrés
This project is based on the design of a coworking space that integrates shared work areas and a creative workshop area through the reuse of shipping containers, located in the Tarqui parish, Cuenca, Ecuador. The project aims to provide functional, comfortable, and flexible spaces where users can carry out their activities creatively and collaboratively, adapting to the needs of entrepreneurs, designers, artisans, and students. Contemporary and modular design principles are implemented, taking advantage of the structural characteristics of the containers to create versatile, efficient, and ergonomic spaces. Additionally, aspects such as cross ventilation, natural lighting, and thermal comfort are considered, ensuring an environment suitable for the development of various work and creative activities. He ultimate purpose is to promote cooperation, innovation, and a sense of community, providing a comfortable environment that enhances the well-being and productivity of its users.
Desarrollo de un producto editorial con técnicas mindfulness para el manejo de la ansiedad en estudiantes universitarios
(Universidad de Cuenca. Facultad de Artes, 2026-02-24) Ramos Camacho, Argenis Alexander; López Zamora, Jorge Daniel
This project presents the development of an editorial product based on mindfulness techniques aimed at supporting anxiety management in university students aged 18 to 25. The proposal arises from the identification of high levels of stress and anxiety commonly experienced by students due to academic pressure, personal expectations, and life transitions during the university stage. The design process was supported by both qualitative and quantitative research methods. Interviews with clinical psychology professionals provided expert insights into anxiety-related issues and the relevance of mindfulness as a complementary practice. In addition, surveys conducted with university students helped identify user needs, content preferences, and accessibility requirements. Based on these findings, the editorial product was structured around short, practical activities organized into clear categories, using simple language, visual elements, illustrated characters, and a dynamic layout to enhance usability. The final prototype was evaluated through a focus group, which allowed the assessment of clarity, usefulness, and user experience. The results indicate that the product functions as an accessible and engaging support tool for daily self-care, emphasizing that it does not replace professional psychological treatment but rather complements it as a preventive and supportive resource.
Diseño de una interfaz de una aplicación móvil para fomentar la lectura de literatura ecuatoriana
(Universidad de Cuenca. Facultad de Artes, 2026-02-26) Lamas Ilvis, Tamara Emilia; Santos León, Ernesto Antonio
The present project focuses on the creation of the graphical user interface of a mobile application aimed at promoting the reading of Ecuadorian literature. The application addresses key factors that encourage reading, such as personalization, learning about the historical contexts that support a deeper understanding of literary works, questionnaires designed to reinforce acquired knowledge, and a social component that enables interaction among users. To achieve this, Jesse James Garrett’s methodology was applied. During the initial strategy phase, the topic was examined in depth and strategies to promote reading were explored. In the scope phase, content requirements and functional specifications were defined. Subsequently, the interaction design was developed, followed by the creation of low- and mid- fidelity wireframes. Finally, the graphic system was designed and applied to the prototype screens, after which usability testing was conducted. The result was an interactive prototype designed in Figma for Literatura.ec, which is the name of the application.