O contributo do design gráfico para a comunicação integrada em meio hospitalar : caso de estudo Hospital Particular do Algarve
Type
masterThesis
Creator
Identifier
202013472
Title
O contributo do design gráfico para a comunicação integrada em meio hospitalar : caso de estudo Hospital Particular do Algarve
Contributor
Neves, João Vasco Matos
Martins, Daniel Raposo
Martins, Daniel Raposo
Subject
Identidade visual corporativa
Comunicação corporativa
Comunicação integrada
Estratégia de comunicação
Corporate visual identity
Corporate communication
Integrated communication
Communication strategy
Domínio/Área Científica : Humanidades
Comunicação corporativa
Comunicação integrada
Estratégia de comunicação
Corporate visual identity
Corporate communication
Integrated communication
Communication strategy
Domínio/Área Científica : Humanidades
Date
2018-11-09T10:32:30Z
2018-11-09T10:32:30Z
2018
2018
2018-11-09T10:32:30Z
2018
2018
Description
O
presente
relatório
resulta
de
um
estágio
de
natureza
profissional
realizado
no
Grupo
HPA
Saúde,
decorrendo
a
investigação
no
campo
do
Design
de
Comunicação
-‐
em
concreto
na
área
da
Identidade
Visual
Corporativa
-‐
na
qual
se
pretendeu
compreender
a
importância
da
comunicação
integrada
em
meio
hospitalar
e
o
papel
do
designer
gráfico
no
desenvolvimento
de
diferentes
meios
de
comunicação
visualmente
coerentes.
O
estudo
aborda
a
problemática
do
posicionamento
gráfico
e
gestão
de
marca
em
ambiente
hospitalar,
procurando
perceber
qual
o
contributo
do
designer
gráfico
na
clarificação
e
evidência
dos
valores
de
marca
e
da
comunicação
integrada
de
um
vasto
grupo
de
unidades
de
saúde.
Assim
pretende-‐se
compreender,
desenvolver
e
aplicar
metodologias
de
trabalho
que
permitam
conceber
projetos
inter-‐relacionados
que
contribuam
para
a
eficácia
da
comunicação
corporativa
e
para
a
sua
articulação
semântica
com
os
públicos
internos
e
externos.
Para
a
persecução
dos
objetivos
definidos
foi
aplicada
uma
metodologia
de
investigação
mista,
não-‐intervencionista
que
esteve
na
base
do
estado
da
arte
e
do
estudo
de
casos,
mas
também
intervencionista
relativa
ao
caso
de
estudo
e
a
prática
profissional
desenvolvida
em
ambiente
de
estágio.
Os
resultados
alcançados
em
contexto
de
estágio
em
conjunto
com
o
processo
investigativo,
permitem
evidenciar
a
validade
do
argumento
apresentado,
contribuindo
este
estudo
de
forma
concreta
para
a
resolução
de
problemas
de
comunicação
integrada
e
recentrar
o
processo
de
desenvolvimento
no
designer,
no
sentido
de
contribuir
para
um
processo
sistemático
que
ofereça
maiores
garantias
de
eficácia
na
comunicação
Abstract This report is the result of a professional internship carried out by the HPA Health Group, in the field of Communication Design -‐ specifically in the area of Corporate Visual Identity -‐ in which it was intended to understand the importance of integrated communication in the hospital environment and the role of the graphic designer in the development of different visually coherent media. The study addresses the problem of graphic positioning and brand management in a hospital environment, seeking to understand the contribution of the graphic designer in the clarification and evidence of brand values and integrated communication of a vast group of health units. This is intended to understand, develop and apply work methodologies that allow the design of interrelated projects that contribute to the effectiveness of corporate communication and its semantic articulation with internal and external audiences. For the pursuit of the defined objectives, a methodology of mixed, non-‐interventionist research was applied, which was based on the state of the art and the case study, but also interventionist regarding the case study and the professional practice developed in an internship environment. The results achieved in the context of an internship in conjunction with the investigative process allow us to highlight the validity of the presented argument, contributing this study in a concrete way to solve integrated communication problems and refocus the development process on the designer, in order to contribute to a systematic process that offers greater guarantees of effectiveness in communication.
Abstract This report is the result of a professional internship carried out by the HPA Health Group, in the field of Communication Design -‐ specifically in the area of Corporate Visual Identity -‐ in which it was intended to understand the importance of integrated communication in the hospital environment and the role of the graphic designer in the development of different visually coherent media. The study addresses the problem of graphic positioning and brand management in a hospital environment, seeking to understand the contribution of the graphic designer in the clarification and evidence of brand values and integrated communication of a vast group of health units. This is intended to understand, develop and apply work methodologies that allow the design of interrelated projects that contribute to the effectiveness of corporate communication and its semantic articulation with internal and external audiences. For the pursuit of the defined objectives, a methodology of mixed, non-‐interventionist research was applied, which was based on the state of the art and the case study, but also interventionist regarding the case study and the professional practice developed in an internship environment. The results achieved in the context of an internship in conjunction with the investigative process allow us to highlight the validity of the presented argument, contributing this study in a concrete way to solve integrated communication problems and refocus the development process on the designer, in order to contribute to a systematic process that offers greater guarantees of effectiveness in communication.
Access restrictions
restrictedAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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