My MA project has been a long, challenging and exciting journey. I have created a visual identity for a real-life client, and focused my MA on the communication between the client and the designer.
The clients I worked with for this project are three farmers who wanted to sell local meat from happy animals. I designed an identity, a business card, two posters, a brochure and a website. The finished identity symbolizes their values about trust, health and animal welfare. Together we created different touch points that symbolize who they are.
My main focus throughout this project was to get to know the clients and visualize their brand image through the process of graphic design.
To explain this journey and create something others can hopefully learn from, I made my written piece into a book called Up the Mountain. The book explains the process of creating a visual identity where I have used a mountain as a metaphor to symbolize the journey. When the visual identity was completed, I had reached the top of the mountain.
As a graphic designer, metaphors make me feel more in control. Designers use metaphors to create visual objects that people can connect with emotionally. I understand now that a graphic designer is more than just a creator of visual objects. We are problem solvers that, through connections with a client, can transform the client's identity into another metaphor.