Art Director + Designer
The client needed a brand identity which includes a responsive logotype representative of the main objective; to promote the integrity of cultural heritage spanning on a global scale. The main design difficulty involved portraying indigenous peoples' values, but doing so in an inclusive manner giving multiple ethnicities an opportunity to use the brand as a platform. Creating an identity system that was relatable across multiple land masses and traditions, the most effective direction involved native cultures' relationship with the elements.
Abstraction was key in portraying non-misleading connotations. The mark itself depicts the fissure between two powerful elements: Land and sea. Regardless of heritage, that the common denominator lies within our experience with the natural world, which ultimately influence our perception of values, and belief systems. In the end, ironically connecting our individual, and varying lifestyles through a single entity, relieved of cultural, religious, or social principles.