Browsing by Author "Merchán Ortega Xavier Sebastián"

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    Desarrollo de una mascota corporativa para el Tranvía (E) como estrategia de comunicación visual para la prevención y el uso adecuado del servicio
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Merchán Ortega Xavier Sebastián; Tapia Zúñiga Rogelio Fernando
    This thesis addresses the problem of road accidents and the emotional disconnect between citizens and the Cuenca tram public transport system. Despite being a model of modernity, technology, and heritage, it lacks a consolidated “Tram Culture,” and the use of ineffective visual communication has hindered the adoption of safety rules by drivers and pedestrians. The overall objective of the project was to develop a corporate mascot that would serve as a visual educommunication strategy to promote accident prevention and the correct use of the service. The project is based on the Design Thinking model proposed by Ambrose and Harris, structured in seven phases: define, research, ideate, prototype, select, implement, and learn. Using a mixed research approach, which included analysis of international counterparts that have been successful and well received by their audiences, interviews, and surveys within the General Directorate of the Tram for internal validation, which served to better analyze the need for a spokesperson who conveys institutionality and closeness. As a result, an anthropomorphic character was designed with features of the main tram cabin, selected by 57.1% of the sample for validation, while also maintaining the initiative to implement a secondary character in homage to the dog that lived in the tram facilities, “Tarzan,” integrating them into a multimedia design system to accompany signage and campaigns. Finally, it is concluded that this humanization of the brand through this corporate mascot allows for the transformation of normative communication into persuasive communication, positively strengthening the behavior, closeness, and safety of the tram system in the city of Cuenca.