CULTURAS
A hypothetical brand whose ecosystem aims to help individuals develop cultural sensitivity in an increasingly diverse society. With linguistic tools to educate, respect, and remove language barriers before traveling internationally. To those seeking to be open-minded about foreign cultures, Culturas makes users aware and connected with different local cultural communities outside their own perspective.
Scope
Visual Identity
Brand
Hypothetical
Project
Personal
Role
Designer
I.
Logomark
Culturas, derived from the Spanish word for culture, is inspired by the weaved threads of oriental textile fabrics. The mark represents an interconnected relationship with its adjacent strings that conceptually identify with Culturas ethos of forming connected communities with foreign cultures. Threads that weave friendships no matter your heritage.
II.
Design System
Seeing as my visual identity involved the interaction of cultures, the color palette required minimal warm tones that would not compete with the vibrancy of oriental photography; while still keeping neutral tones to reduce contrast on screen. Typographically, I wanted the structure to feel bold to reflect the cultural personalities, with graphical elements pulling from the curved contour of my threaded logomark.
III.
Ecosystem
Initially, I just wanted an application for mobile devices because they were the most convenient. But as the process iterated, tablets and smart watches provided additional opportunities when a smartphone was not ideal or comfortable—providing bite-sized educational moments when you ideally want five minutes of quick engagement.
IV.
Research
