Branding Raëlism
Visual Design/ 2023
This rebranding is conceived as a creative exercise that reframes an existing visual system to explore the agency of design as a tool for communicating ideology and narrative. The project investigates how design can reinterpret meaning through cross exploration across brand definition, visualization, storytelling, conceptual development, and presentation. Through this lens, Raëlism’s visual language is reimagined to translate its ethos of liberation and open-mindedness through narrative driven design.
The art direction develops a cohesive brand system through visual identity, typography, color language, composition, and tone. Operating at the intersection of informality, humor, and playfulness, the project is guided by the principle of cloning. This concept informs a design system built on repetition and duplication across layouts, color formulas, and graphic decisions, resulting in an identity that communicates Raëlism’s ethos through a visually engaging and playful brand experience.
The logo abstracts the diaeresis in the ë as the brand’s primary visual mark. Visual coherence is maintained through the concept of cloning, emphasizing repetition, symmetry, and precise negative space. Color is applied consistently across all contrast combinations within the selected palette.
The print design applies the principle of cloning to composition, presenting dual layouts through repetition and symmetry. To extend the brand’s playful ethos, the image direction draws from visual styles traditionally considered informal, introducing contrast while maintaining conceptual coherence.
The color palette is defined by color values that conform to the hex structure #XYZ XYZ, reinforcing the brand’s leading concept through systematic repetition. This modular approach allows variation within a consistent logic.