Diseño de identidad visual para TREE ECO ENERGY en el mercado ecuatoriano de biocombustibles

Abstract

Biomass represents a sustainable energy alternative with high potential in Ecuador; however, its low level of public recognition and the weak communication strategies of companies in the sector limit its positioning. In this context, the objective of this project is to design a visual identity for the company TREE ECO ENERGY that strengthens its recognition and facilitates the understanding of biomass as a renewable energy source. The proposal is based on the premise that a clear and coherent visual identity fosters trust, brand professionalism, and the perception of innovation and environmental responsibility, thus justifying the need for a strategic intervention from graphic design. The project was developed through a design research methodology that included documentary review, qualitative interviews, comparative analysis of sector brands, and validation through surveys applied to focus groups. Digital design tools, visual conceptualization techniques, and corporate identity criteria were used for the construction of the graphic system and its applications. The results demonstrated an improvement in communicational clarity, brand recognition, and a more positive perception of biomass use. In conclusion, the visual identity redesign is presented as a strategic tool for the positioning of TREE ECO ENERGY and the promotion of awareness regarding sustainable energy practices. Keywords: Strategic Communication, Graphic Design, Industrial Sustainability, Brand Positioning.