Project Overview:
The objective of this project was to develop a visual identity for a temporary exhibition on the Aztecs. The exhibition aimed to educate the public about the rich cultural and symbolic heritage of this civilization, presented in a contemporary and engaging format. The challenge was to create a visual system that captured the essence of Aztec culture while remaining accessible and captivating for a modern and diverse audience.
Design Methodology:
1.-Research and Contextual Analysis
To ensure a respectful and accurate representation, I conducted an in-depth analysis of Aztec symbolism and aesthetics. This involved consulting historical texts and reviewing visual artifacts, as well as studying previous exhibitions to understand how historical themes were conveyed through modern visual languages. The goal was to translate traditional elements into a contemporary visual identity that could resonate with a global audience.
2.- Visual Concept Development
The central visual concept focused on reinterpreting the Aztec gods through a more approachable graphic style. Unlike the rigid and structured depictions commonly found in history books, I chose to use thin lines and organic strokes. This approach made the gods feel more dynamic and accessible while preserving their mythical and symbolic essence.
3.- Sketches and Prototyping
The initial sketch phase focused on exploring how geometric and organic elements could coexist harmoniously. I used compositions with fluid lines and organic strokes, inspired by Aztec iconography, and combined them with a vibrant color palette. In later iterations, vector graphics and typography were integrated to ensure that the visual identity was cohesive and adaptable across different applications, from posters to signage.
4.- Graphic Solution and Refinement
The final graphic solution emphasized simplicity and fluidity, effectively conveying the grandeur of Aztec culture with a modern approach. I employed thin lines to reinforce visual dynamism, paired with gradients and organic strokes to create a more natural aesthetic. This allowed the gods to be depicted in a less rigid way, which connected better with today’s audience. Earthy, natural tones were combined with vibrant colors to highlight the vitality of the symbols.
- Creative strategy
- Logo design
- Infographic design
- Poster design
- Creative direction
- Art direction
- Signage and wayfinding
- Exhibition and installation design
- Printed materials
5.- Implementation and Results
The design was executed across various visual formats, each ensuring a cohesive narrative and immersive experience for visitors. Its fluidity and consistency enhanced the overall engagement and impact.
Conclusion:
This design process allowed me to apply my skills in creating a visual identity that respects historical tradition while innovating in its presentation. The final solution achieved a balance between the classical and the modern, conveying the grandeur of Aztec civilization in a fresh and accessible way. My focus on strategic design and creative direction helped develop an immersive visual experience that emotionally connected with visitors.
