The role of visual communication in community identity
Yli-Junnila, Nea (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060319609
https://urn.fi/URN:NBN:fi:amk-2025060319609
Tiivistelmä
The thesis investigates how visual communication contributes to the identity and cohesion of communities. A new visual identity is developed for Dreamers Club, an international community of entrepreneurs and freelancers based in Málaga, Spain, to explore the topic through a practical design project.
The work combines background research, a case study, and a structured design process. Key methods include benchmarking, visual strategy tools, and iterative development of brand elements such as a wordmark, typography system, color palette, and image style. The outcome is compiled into a brand guideline.
The findings indicate that a consistent and thoughtfully designed visual identity enhances community visibility, recognition, and communicates shared values. The results also suggest that involving community members more directly in the design process could further support engagement and inclusivity, offering potential directions for future research and development.
The work combines background research, a case study, and a structured design process. Key methods include benchmarking, visual strategy tools, and iterative development of brand elements such as a wordmark, typography system, color palette, and image style. The outcome is compiled into a brand guideline.
The findings indicate that a consistent and thoughtfully designed visual identity enhances community visibility, recognition, and communicates shared values. The results also suggest that involving community members more directly in the design process could further support engagement and inclusivity, offering potential directions for future research and development.