Browsing by Author "Campoverde Arias Kevin Santiago"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Estrategias de comunicación para la empresa TreeAngle Studio de Cuenca, para fortalecer la identidad cultural mediante una línea gráfica de ilustraciones gastronómicas
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Campoverde Arias Kevin Santiago
    The objective of this research was to develop a graphic design proposal applied to personalized T shirts and an advertising campaign aimed at promoting Ecuadorian gastronomic cultural identity in the city of Cuenca, using the TreeAngle brand as a case study. The study arose from the limited availability of graphic products that represent Ecuador's rich gastronomy from a contemporary perspective, despite gastronomy being one of the country's most significant elements of cultural identity. The research adopted a mixed-method approach with a descriptive scope and a documentary and field research design. Data collection techniques included observation, analysis of graphic references, and a survey conducted with 43 participants from the target audience. The results made it possible to identify consumer preferences and the level of acceptance of the proposed design. The project was developed using the Design Thinking methodology, following its five stages: empathize, define, ideate, prototype, and test. This approach facilitated a user centered creative process focused on the needs and expectations of potential consumers. As a result, a collection of illustrated T-shirts inspired by traditional Ecuadorian dishes and colloquial Ecuadorian expressions was designed, accompanied by an advertising campaign intended to strengthen its dissemination and cultural impact. The study concludes that graphic design is an effective tool for communicating, preserving, and promoting cultural identity by transforming traditional elements of Ecuadorian gastronomy into innovative visual products with both cultural and commercial value.