SELF-PROMOTION | catapult

This was my final project in my final year of my studies and I decided to create a visual identity inspired by how I got to this point in my life.

I have always been under the impression that I should anchor myself to a single occupation to prove my cognizance concerning my identity and future. Whereas in reality the only assurance I had was that I wanted to create whatever and be able to immerse myself in these creations. As a result of this urge for certainty in the direction I was heading, I’ve been interested in merely three occupations throughout my lifetime. These occurred during three completely different stages and places of my life, but ultimately moulded the creative in me as I’ve progressed through these phases in life. The three different existential cornerstones regarding my occupational interests are coordinated in a chronological order to form a narrative within the different designed touch points. It’s divided into “Creator” and “Coordinator” being the two cornerstones of my current “Creative” self. The main hurdle to get over was having a consistent integration between these very discrete stages in my life. With the conceptual approach based on “catapulting” to and from these fundamental junctures in my life, the entire identity’s unboxing had to have a clear order from one point to the other.

My corporate identity essentially exploits the etymological and metaphorical values that’s attached to the term, “catapult”. “Cata” meaning “down wards” with “pult” being the past participle of “pull” speaks into the notion of pulling space downwards, instead of “catapulting” towards it. This lends metaphorical connotations related to approaching a challenge differently than the common mind, but also pulling one’s aspirations closer. The visual language consequently consists of astronomical references that take on its own meaning according the visual realms of each of the three different sections. The “Creator’s” division for instance, clearly alludes to the dawn of dreaming about what’s outside our sphere. The “Coordinators’” segment elicits the more mathematic and academic side of deceiving gravity, while the last section, “Creative’, becomes the invite to this “launch”.