Browsing by Author "Pacheco Cárdenas Pablo Santiago"

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    Reestructuración integral de la identidad corporativa, diseño web y gestión de la presencia digital del Salón de Eventos Cántaros como estrategia de fortalecimiento de su comunicación visual
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Pacheco Cárdenas Pablo Santiago
    This research aims to comprehensively restructure the corporate identity, website design, and digital presence management of Salón de Eventos Cántaros in order to strengthen its visual communication and institutional positioning in the contemporary environment. The study was developed using a mixed-methods approach, combining qualitative and quantitative techniques. A survey was conducted with 24 participants, and a focus group was held with frequent clients, allowing the identification of weaknesses in visual coherence, low digital recognition, and the absence of a formal website. The results indicate that trust and professionalism perception in the events sector are directly linked to the quality of visual identity and digital presence. In response, an integral proposal was developed, including the renewal of the visual identity system, the creation of digital graphic applications, and the design and implementation of the venue’s first official website. The proposal is supported by theories of corporate identity, branding, visual communication, user-centered design, and consumer behavior, integrating a structured methodology based on Ambrose and Harris. The project not only improves the institutional perception of the venue but also demonstrates the strategic value of graphic design as a positioning and competitive strengthening tool in the service sector.