Case Study
Internal Communication for Coomeva
Transforming extensive and complex corporate information into visually accessible, attractive and memorable messages for internal collaborators.
Project Overview
During my professional internship at Coomeva —one of the most important cooperative organizations in Colombia—, I took on a role 100% focused on graphic design for internal communication. The main objective of my work was to collaborate closely with copywriters and human resources teams to transform their dense texts into clear, attractive visual pieces strictly aligned with the corporate identity of the company.
The great challenge of this daily project was to combat infoxication. Getting the collaborators distributed across the country to actually want to stop and read internal communications (emails, job vacancies, statements, or tutorials), a monumental challenge in corporate environments where the inbox gets saturated daily.
Coomeva (Internship)
2025
Editorial Design, Template Creation, Illustration (Comics), Layout
The Role of Design in Corporate Communication
Internal communication within large holding companies is critical to keeping hundreds of employees updated about corporate news, wellness programs, contests, continuous training, or organizational changes. In this vital ecosystem, graphic design plays an indispensable articulating role: it is the tool that allows transforming arid information into dynamic and easily consumable visual content.
Using tools like Adobe Illustrator and Photoshop, my responsibility covered the composition and hierarchical arrangement of information. This involved designing internal ads and institutional reminders where the message had to capture immediate attention in the short time that an employee allocates to intranet channels. The rules were clear: establish a proper visual hierarchy, use magnetic headlines, and effectively utilize white space.
Reusable Templates and Visual Newsletters
Dealing with an area with a very high flow of requirements, a strategic design solution was the systematic development of reusable formats and templates. I designed predefined (but malleable) graphic structures for different communication formats such as presentations, internal job vacancies, and organic statements.
These corporate templates generated three major returns on time investment:
- They ensured unwavering compliance with the visual consistency of the institutional manual.
- They exponentially accelerated the production of last-minute pieces in the department.
- They facilitated the independence and autonomy of the copywriting team to place texts on already balanced compositions.
In addition, I designed informative summaries —small visual diaries— that condensed the news, events, birthdays, and celebrations of the headquarters into a unified reading grid, saving employees from having to endure long blocks of text scattered across different emails throughout the week.
Corporate Comics: Educating while Entertaining
One of the most stimulating creative projects was leading the graphics for the monthly corporate comics. To convey educational messages, dense organizational values, or new work culture policies, an internal flagship character nicknamed Super C was employed.
Through digital illustration and graphic storytelling, I took on the challenge of structuring the panels, designing the characters' poses and expressions, and managing the visual rhythm of this narrative. Every cartoon had to strictly pass a dual control: to be pleasant, agile, and fun at first glance, but never lose focus of the seriousness of transmitting an educational guideline of value for the human organization. It was the perfect sample of how design can inject massive appeal into corporate life.
Visual Pedagogy: Tutorials and Training Material
Turning overwhelming regulations or operational instructions into digestible content requires a profound tact for the simplification of complex information.
To meet the needs of the technology and training departments, I developed an extensive library of corporate visual tutorials. These types of pieces guided the collaborators through the use of new institutional software tools or the adaptation to modern organizational procedures. I approached the challenge drawing upon meticulously numbered step lists, highly explanatory iconography, and linear layouts.
This same pedagogical layout treatment was used for the internal courses offered by Coomeva. I designed both the flyer-style announcements for trainings, the graphic support material, and internal diploma compositions encouraging participation, resulting in neat educational materials that ostensibly improved retention and participation of human resources students throughout the country.
Conclusion: Design as an Internal Engine
My formative stage in the internal design team reaffirmed a great professional lesson: excellent graphic design is, above all, a functional communication tool. It allows elevating morale, scaling staff attention, and making it aesthetically inviting to read the corporate mandate.
The strict practice with industry-leading tools (Illustrator, Photoshop, InDesign) forged an invaluable discipline regarding hierarchical typographic management, strict adherence to a monumental brand's brand book, and the rapid iteration of high-quality pieces in real and demanding work rhythms. An organizational challenge accomplished that transformed sporadic internal communication into an enriching and unmissable experience for every receiver at their office desk.
Does your company need visual communication that gets read?
A well-informed team is a motivated team. Write to me and let's design pieces together that capture the attention of your collaborators.