Publication Design
Publication Design
Embark on a vibrant journey through the heart of Mexico with Cultura Reflexiva.
This publication’s purpose is not just about showcasing traditions. It's an invitation for those eager to learn, travel off the beaten path, and immerse themselves in the rich tapestry of Mexico's lesser-known treasures.
Embark on a vibrant journey through the heart of Mexico with Cultura Reflexiva.
This publication’s purpose is not just about showcasing traditions. It's an invitation for those eager to learn, travel off the beaten path, and immerse themselves in the rich tapestry of Mexico's lesser-known treasures.
Design Research + Concept Creation
Design Research + Concept Creation
I knew that the concept was going to be Mexican Culture, and the question was what about Mexican culture was I going to highlight.
So for my research process, I broke it down by looking at the Components of Mexican culture. I found traditional and indigenous Mexican toys, Mexican dances, the countries gastronomy, and art.
I knew that the concept was going to be Mexican Culture, and the question was what about Mexican culture was I going to highlight.
So for my research process, I broke it down by looking at the Components of Mexican culture. I found traditional and indigenous Mexican toys, Mexican dances, the countries gastronomy, and art.
I, then, looked at holidays and celebrations. There were three that stood out:
Feast of Our Lady of Guadalupe is a big celebration on December 12th which celebrates faith, identity, and consolation for the Mexican people. The date was established as a national holiday and is honored with pilgrimages and celebrations that reflect the union of Mexican culture and spirituality.
Independence Day which marks the country’s separation from Spain in 1810 and it is celebrated on September 16th.
Day of the Death which is a celebration to loved ones that have passed away. There are offerings made to the souls of ancestors and shrines are built in homes to honor relatives that have passes away. Markets sell pan de muerto (bread) and sugar skulls.
I, then, looked at holidays and celebrations. There were three that stood out:
Feast of Our Lady of Guadalupe is a big celebration on December 12th which celebrates faith, identity, and consolation for the Mexican people. The date was established as a national holiday and is honored with pilgrimages and celebrations that reflect the union of Mexican culture and spirituality.
Independence Day which marks the country’s separation from Spain in 1810 and it is celebrated on September 16th.
Day of the Death which is a celebration to loved ones that have passed away. There are offerings made to the souls of ancestors and shrines are built in homes to honor relatives that have passes away. Markets sell pan de muerto (bread) and sugar skulls.
I also conducted semi-structured interviews with 15 participants with Mexican identity as a demographic. I created a word cloud that put their words on what represents Mexican culture to them.
I also conducted semi-structured interviews with 15 participants with Mexican identity as a demographic. I created a word cloud that put their words on what represents Mexican culture to them.
Finally, I looked at a competitor publication- La Tempestad.
It has a serious tone - black and white color with a focus on journalism, literature and art (music and photography, among others).
It portrays its critical and reflexive approach with color and close-up pictures.
Finally, I looked at a competitor publication- La Tempestad.
It has a serious tone - black and white color with a focus on journalism, literature and art (music and photography, among others).
It portrays its critical and reflexive approach with color and close-up pictures.
Design Research + Concept Creation: Outcome & Reflection
Design Research + Concept Creation: Outcome & Reflection
Focus
Focus
Mexico has a very vibrant and rich culture, and I want to portray it through the bright colors that are found in everyday situations. I also want to showcase the depth of the culture by taking in the different aspects that make up Mexican culture such as dance, gastronomy, etc.
Mexico has a very vibrant and rich culture, and I want to portray it through the bright colors that are found in everyday situations. I also want to showcase the depth of the culture by taking in the different aspects that make up Mexican culture such as dance, gastronomy, etc.
Audience
Audience
Potential audience members are those who want to learn more about Mexican culture, would like to explore different aspects of Mexican culture, and/or want to travel to Mexico. This audience may want to learn more about the meaning behind Mexican traditions and gastronomy as they visit and partake in the celebrations.
Potential audience members are those who want to learn more about Mexican culture, would like to explore different aspects of Mexican culture, and/or want to travel to Mexico. This audience may want to learn more about the meaning behind Mexican traditions and gastronomy as they visit and partake in the celebrations.
Unique Lens
Unique Lens
My unique lens would be an overview of what makes up Mexican Culture through color. Mexican gastronomy has bright colors, and I can tie visual art & dance, holidays & celebrations, and architecture together through colors as well. People will want to read my publication to explore the deeper meaning of Mexican traditions and potentially motivate them to learn more about it.
My unique lens would be an overview of what makes up Mexican Culture through color. Mexican gastronomy has bright colors, and I can tie visual art & dance, holidays & celebrations, and architecture together through colors as well. People will want to read my publication to explore the deeper meaning of Mexican traditions and potentially motivate them to learn more about it.
Visual System
Visual System
My vision for the publication design was about Mexican culture, specifically food, dance, toys, and everyday architecture. I hoped to unify and represent it via color.
My vision for the publication design was about Mexican culture, specifically food, dance, toys, and everyday architecture. I hoped to unify and represent it via color.
In my first moodboard, there are bright colors. Through this board, I explored the vibrant colors in food, dance costumes, and common things (yo-yo, pinata, and houses).
In my first moodboard, there are bright colors. Through this board, I explored the vibrant colors in food, dance costumes, and common things (yo-yo, pinata, and houses).
In my second moodboard, I went for muted colors for a simple summery energy vibe and explored a depiction of the culture in everyday kind of photographs.
In my second moodboard, I went for muted colors for a simple summery energy vibe and explored a depiction of the culture in everyday kind of photographs.
Visual System: Grid Layout
Visual System: Grid Layout
Based on the word cloud, the most common word that represented Mexican culture was family (and emotions around the meaning of family). This is why I decided to use circles and the reason spreads with circular imagery began and what influenced the overall structure and layout of my publication.
Based on the word cloud, the most common word that represented Mexican culture was family (and emotions around the meaning of family). This is why I decided to use circles and the reason spreads with circular imagery began and what influenced the overall structure and layout of my publication.
Visual System: Imagery
Visual System: Imagery
I made a collage showcasing different types of food often made for celebrations and holidays.
I made a collage showcasing different types of food often made for celebrations and holidays.
I also tied in my color palette by modifying the images with a color background.
Overall, this was one of the biggest challenges of the publication design. It was difficult tying color, imager, and circles. This part of the visual system took me the longest and the most iterations. Below are the final pieces.
I also tied in my color palette by modifying the images with a color background.
Overall, this was one of the biggest challenges of the publication design. It was difficult tying color, imager, and circles. This part of the visual system took me the longest and the most iterations. Below are the final pieces.
Type Hierarchy
Type Hierarchy
The typographic style has geometric typefaces that plays with the circles and imagery found throughout the publication. This helps reinforce the great significance of family in Mexican culture.
The Baskerville URW-serif and the Tenez-serif represents a historical side of the culture, whereas the Mr. Eaves Mod OT modern sans serif has stronger geometric shapes that pairs well with the serifs. This combination to typefaces gives the publication a clean and crisp look to facilitate reading.
The typographic style has geometric typefaces that plays with the circles and imagery found throughout the publication. This helps reinforce the great significance of family in Mexican culture.
The Baskerville URW-serif and the Tenez-serif represents a historical side of the culture, whereas the Mr. Eaves Mod OT modern sans serif has stronger geometric shapes that pairs well with the serifs. This combination to typefaces gives the publication a clean and crisp look to facilitate reading.
Color Hierarchy
Color Hierarchy
The color scheme preserves a strong consistency across all elements of the publication.
The combination of the warm oranges/yellow and cooler greens complement the
pictures and set the hierarchy for the text as shown in the image above.
The goal with the color scheme was to carry the publication in the vibrant and bright but clear depiction of the images representing Mexican culture and its celebratory energy.
The color scheme preserves a strong consistency across all elements of the publication.
The combination of the warm oranges/yellow and cooler greens complement the
pictures and set the hierarchy for the text as shown in the image above.
The goal with the color scheme was to carry the publication in the vibrant and bright but clear depiction of the images representing Mexican culture and its celebratory energy.
Final Publication Design
Final Publication Design
Additional Collateral: Poster
Additional Collateral: Poster
The goal with the poster was to use elements of the publication that represented Mexican culture and its celebratory energy.
The goal with the poster was to use elements of the publication that represented Mexican culture and its celebratory energy.
Additional Collateral: Website
Additional Collateral: Website
This final piece was a website and its purpose was to introduce the defined systems - visual, color, and typography. So, this is a travel agency exclusively to encounter trips in less tourist-y places in Mexico where travelers want to dive deep into the culture.
This final piece was a website and its purpose was to introduce the defined systems - visual, color, and typography. So, this is a travel agency exclusively to encounter trips in less tourist-y places in Mexico where travelers want to dive deep into the culture.
Reflection
Reflection
Reflection
It was a process of iteration and feedback where I got to make decisions such as color and typography. At the end of the day, I was able to implement all of these decisions and tie all the pieces together to create a publication that live through these mockups an move on with the idea of it being a brand that lives through a travel agency!
It was a process of iteration and feedback where I got to make decisions such as color and typography. At the end of the day, I was able to implement all of these decisions and tie all the pieces together to create a publication that live through these mockups an move on with the idea of it being a brand that lives through a travel agency!