Rediseño de la identidad visual y diseño web para la marca Qualyterra

Abstract

CONDITIONING OF PROJECT PUBLICATION. In the current context, technical-oriented organizations require clear and coherent visual communication systems that support their specialization and strengthen their institutional projection. Within this framework, this study aims to develop the redesign of Qualyterra’s visual identity and the design of its institutional website, to optimize visual communication, improve informational clarity, and enhance its presence within the agricultural and environmental sectors. The proposal is based on the hypothesis that a structured visual identity and a functional digital platform positively influence the perception of professionalism and trust among target audiences. The project was developed using Design Thinking methodology, applying interviews, surveys, brand analysis, benchmarking, and digital prototyping. Graphic design and web design tools were used to create the brand manual and the website proposal, following usability, legibility, and visual consistency criteria. The results showed a positive evaluation of the redesign by both collaborators and clients, highlighting improvements in brand understanding, information organization, and the professional perception of the website. In conclusion, the project confirms that a well-founded visual and digital strategy significantly strengthens Qualyterra’s institutional communication. Keywords: institutional communication, corporate visual system, professional digital environment, user experience, visual perception.