Our diploma thesis demonstrates the process of designing and creating the corporate visual identity and promotional materials for Marihuana Marš 2023, a movement that advocates for the legalization of marijuana in Slovenia. The visual identity and promotional materials showcasing it are key for promoting the cause because they are often the first contact a user has with an organization, so making a good first impression is essential. Our task was to introduce this (still) taboo topic in a friendly and exciting way.
The diploma thesis is divided into a theoretical and an experimental part. In the theoretical part, we define corporate visual identity, its elements, and its use. The elements include the logo, color, typography as well as the website. We then describe the online advertising methods and the social networks used to promote the event. The promotional materials and their role in maintaining existing and acquiring new users are also mentioned. We finish this part with a description of the printing techniques used to realise the designs.
We begin the experimental part by presenting the Marihuana Marš movement, along with its mission and demands. In addition, we defined the work methods and the software and hardware we used while creating. We then started designing the elements that make up the visual identity and their implementation on various promotional and propaganda materials. Here we also launched the propaganda campaign via social networks and analyzed its success. We finish the experimental part with a description of the website and publication The Marihuana Times, both used to inform readers about the plant and its workings.
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