Libera

Shaping the future of Venezuela through Graphic Design.

Libera

2024
ArtCenter College of Design
Marter's Thesis

Deliverables:

Brand Identity
Research & Strategy
Impact Model for Growth
Concept Development
Copywriting
Marketing Campaign
Web Design
First Project Engagement

Project Overview

Through my thesis exploration, I propose that by serving as active design partners, passionately committed to elevating and empowering organizations, businesses, and communities, graphic designers can elevate the design practice as a pivotal force in rekindling hope and nurturing a collective aspiration for a rejuvenated future—particularly in nations that have faced extreme challenges.

To support this vision, I created Libera, a non-profit organization founded on the methodology of collaborative graphic design for good. Libera aims to be an active partner for communities and institutions in Venezuela, my home country, transforming their visions into impactful realities. Through this initiative, I aim to continue exploring how graphic design can serve as a transformative force in societies like Venezuela, where the urgency for change and progress is palpable.

What Drives my Thesis Exploration

Today, more nations are facing a profound decay, eliminating the hopes of communities that yearn for a life filled with dignity and purpose. My homeland, Venezuela, is no stranger to this reality. Decades of deep rooted crisis have provoked 7.7 Million Venezuelans to leave, looking for a better future. Yet, this exodus prompts a critical reflection — If we all leave and turn away from our roots, what will be left of our identity, our community, and our country?

Harnessing the Power of Graphic Design

To harness the power of graphic design as an agent for social, economic, and environmental progress in my home country Venezuela, I decided to establish Libera, a non-profit organization founded on the methodology of collaborative graphic design for good.
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By providing graphic design services and solutions universally accessible to the national initiatives that most need it, volunteer designers, supporters, and collaborators can drive transformation and cultivate a more equitable future.

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A Methodology for Positive Change

To bring this organization to life, I created a visual methodology encompassing five forms that give meaning to our operational and foundational system. Each form and color represent a core pillar in our strategy to creating meaningful change.

The red dot, representing Libera, acts as a design partner that helps propel our client's initiatives through strategic design. By collaborating with designers, illustrators and specialists in the field, we work hands-on each project. In this way, we are able to serve entities in Venezuela who create positive change within their communities at heart; including customers like non-profit organizations, foundations, local and national businesses, and cities. To stay true to our commitment, we engage in projects that fall under our key pillars for Social Design, creating a positive impact in the world and our communities. As a result, our Design Engagement System is able to generate endless opportunities for growth and expansive positive impact with each project encountered.

Libera's Impact Model for Growth

Much like a Business Model strategy I decided to create my own Impact Model for Growth, with a unique framework and purpose that serves my organization. What truly differentiates Libera is its reliance on a collaborative and volunteer / pro-bono model that promotes the establishment of a wide community of designers and collaborators.

The Libera Website

My goal was to create a digital platform that showcases the organization’s diverse project engagements, initiatives, success stories, and the cherished individuals within our community. To ensure a cohesive and user-friendly experience, I used Libera's primary colors and distinctive shapes throughout the site. This design approach not only provides visual consistency but also fosters a sense of familiarity and reliability.

The website features a fully responsive design, enabling users to navigate seamlessly across various devices. The result is a vibrant, accessible, and engaging online presence that truly reflects the spirit and mission of Libera.

Feel free to visit the site at liberastudio.org

Libera's First Project Engagement

I decided to begin Libera’s work in the real world right away by engaging in the organization’s first project by serving a foundation that is very close to my heart: La Sociedad de Amigos del Hospital de Especialidades Pediatricas (The Friend’s Society of the Children’s Health). Their mission is to support child healthcare within under privileged communities in Venezuela.

The SAHEP Brand Revamp

Through the revamp of their brand Identity we where able to position the foundation as the reliable, expansive, and change making foundation they are, as they have almost 25 years operating and providing children with health. As we co-created their vision, some of the main strategies we took into account were maintaining the flower concept of their original Logo, but making it more universal to appeal to the international community, leveraging the rootedness to the communities’ culture by implementing their colors and unique pattern forms into the visual system, and creating a website in English to connect with international potential donors.

An Incredible Journey

My thesis book, a detailed 300+ page compilation, captures the ongoing evolution of my thesis exploration, extensive research, insightful interviews, and writings. This significant work reflects the development of the ideas and findings that emerged throughout this incredible journey. None of this would have been possible without the unwavering support and guidance of my professors and interviewees, to whom I am deeply grateful.

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