Rediseño de la identidad e imagen corporativa de la consultora Macroconsult Ecuador

Abstract

This research proposes the redesign of the corporate visual identity and institutional website of the consulting firm Macroconsult Cía. Ltda., with the objective of strengthening its corporate image, improving its digital positioning, and optimizing the user experience within the context of digital transformation and the high competitiveness of the civil engineering sector. The project stems from the need for a coherent graphic identity and a functional digital platform that adequately reflects the company's history, professionalism, and technical rigor. The methodology employed a mixed-methods approach, beginning with a theoretical review of concepts related to visual communication, corporate identity and image, brand design, color psychology, web design, and user experience, which form the theoretical framework of the research. Subsequently, surveys and interviews were conducted with employees of the consulting firm, allowing for the identification of perceptions, needs, and problems regarding the institutional image and the digital platform. Based on the results obtained in the methodological phase, the redesign of Macroconsult's corporate visual identity was developed, as well as the design of its website. This process was structured using wireframes and culminated in its final digital implementation, adhering to criteria of usability, responsive design, and consistency with the brand guidelines. The result was a solid, functional graphic and digital proposal aligned with the values and parameters of Macroconsult's consulting firm, demonstrating how multimedia design can significantly contribute to strengthening the corporate image and consolidating the digital presence of a company in the civil engineering sector.