Immerse into Peruvian Culture and the Ancient language of Quechua.
“Quechua” informs others about Peruvian culture through its history and community, while also teaching Quechua vocabulary in a simple and effective manner. It engages users through both print and digital platforms, as seen by the printed publication, social media presence, and mobile application, all which are easily accessible.
Format: 8" x 8"
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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
2021
Scope
Branding
Editorial Design
Graphic Design
Software
Adobe Illustrator
Adobe Photoshop
Adobe InDesign
The publication features a variety of articles, basic Quechua vocabulary, and common phrases used by the Quechua-Speaking community. Those articles detail the origin of the language, its history, the role it plays in today's society and the indigenous Peruvian people, and more. In such, I've used hierarchy and different variations of text color and weights to make important pieces of information stand out and help guide the reader through the articles.
As part of the publication's marketing strategy, it was crucial to establish a Social Media presence, as shown in the screens below. While social media platforms would be primarily used for commercial purposes, I also aim to raise awareness on the risk that Quechua poses on extinction, interact with users by teaching them the language, and educate them on its origin and the fascinating history of Peru.
In addition, I designed some mockups of a Language Learning application that users can download and use to learn and practice Quechua with ease. By creating this platform, I aim to enhance the readers' experience by allowing them to further explore the language, and if interested, have the opportunity to learn it at their own pace.
