This thesis explores illustration as a powerful expressive and communicative medium within the context of contemporary visual communication for sustainability-oriented brands. It focuses on a collaboration with the Kaaita brand, whose values, such as care for the environment, local production, ethical practices, and thoughtful, warm aesthetics are interpreted through original illustrations that build a layered and authentic visual narrative.
Illustration is understood as a tool for conveying meaningful messages and establishing emotional connections between the brand and its users. The approach is based on sincerity, personal interpretation and creative freedom, positioning illustrations as an element of brand storytelling rather than a secondary visual add-on.
The project combines theoretical research in the fields of contemporary illustration, sustainable design and visual communication with a three-part experimental section, in which it develops and applies a series of original illustrations across different formats – both physical (such as hand or machine embroidery) and digital, especially social media, where the brand actively engages with its community.
The goal of this thesis is to demonstrate how illustration can authentically and aesthetically complement the identity of a sustainable brand, while also addressing the challenges of balancing the existing visual identity of the brand and free artistic reinterpretation. In doing so, illustration is understood as a bridge between art and entrepreneurship, offering sincere, visually engaging, and sustainability-oriented communication.
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