The research aims to make visible the joint effort of the Association Chicas F - La Fortaleza, commune 8 in San José de Cúcuta. Through the implementation of a communication strategy that establishes the guidelines for the visibility of the Association's brand, based on three lines of action. First, the sociodemographic characterization of the community in order to establish reference points for the creation of the visual identity manual and elements that make up the corporate philosophy of the Association. Secondly, the corporate identity manual, in order to work on the publications of both internal and external communication, as well as to establish the strategic line, visual and organizational structure built collaboratively through surveys and semi-structured interviews with the participants. Thirdly, to design an external communication campaign to make the local brand visible in this way in which it is articulated with the concept of solidarity economy. It is expected that the brand will be recognized and associated with a process of growth around the collaborative work between academia and locality.
