A Women’s Organization that empowers & supports women globally.
“For Her” is a Women’s Organization that aims to fight for Women’s rights, tackling gender discrimination and inequality. The tones of green incorporated into its visual identity were inspired by the Reproductive Rights Movement in Argentina (2020), where they used green to represent Nature, Growth, and Life. By implementing such, I want to honor their bravery & success in legalizing abortion nationwide and inspiring others in taking action to fight for their beliefs and rights all around the world.
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GOALSMy main goal was to learn more about the 'Chicha' Art movement and better understand why that style was so visually compelling, effective in communicating its message, and representative of Peruvian Culture. In doing so, I wanted to put myself in the shoes of local Peruvian artists & designers, and get immersed into their creative process and fascinating artistry. In terms of my design practice, I aspired to create designs that were inspired by Chicha Art, but most importantly, representative of my culture and personal style.
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EXPERIENCEThis project was very inspiring and eye opening to me because I was able to get in touch with my culture's artistic roots and discover so many incredible designers and craftsmen that persevere and thrive pursuing what they love every day. However, I did face some challenges along the way. During my design process, I struggled finding a balance between the Chicha style and my own, as I was trying to have it be a source of inspiration rather than a style I was going to replicate. As a result, my designs resembled more of a personal style, incorporating the Chicha Art style with a bit of a personalized and modern twist.
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MAIN TAKEAWAYSMy biggest takeaway was having learned in greater depth about my country and all the diverse ways in which we express ourselves through art, and also truly understand all the passion and dedication that goes into creating such emblematic pieces. Peru has and will always have a special place in my heart and be a source of inspiration for my work, so it was a very enriching and fulfilling experience for me. I believe I was able to create visually compelling designs that are both representative of Chicha Art and my own visual style, however, I consider that I could have incorporated more of the knowledge I acquired through my research into creating more thoughtful and unique ways of displaying my work. In addition, part of me feels that I delved more into my personal style rather than putting a bigger focus on the more traditional Chicha visual style.
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FEATURESMy project is showcased in Parsons School of Design's 2022 publication, published by Draw Down books, featuring the work of students in the BFA Communication Design program. https://draw-down.com/products/framework-101 It was also featured in Parsons’ BFA Communication Design Thesis 2022 website. https://bfacd.parsons.edu/2022/sofia-cacho-sousa
Year
2022
Scope
Branding
Graphic Design
Software
Adobe Illustrator
Adobe Photoshop
As part of the brand identity, I designed business cards and a series of posters that convey the organization's mission, core values, and aspirations. The icon embodies the main principles of Passion, Progress and Importance, which are visually represented through the symbols displayed below. Additionally, the female gender symbol is incorporated and unites all elements as one.
