ART OF
THE STATE
Concept development
Visual identity
Editorial design
Typography
Photography
Photo manipulation
Illustration
Print production
Motion design
Art of the State is my graduation project from Berghs School of Communication.
It’s a 90-page printed brand book exploring visual identities for five emotional states, together with motion design that brings each state to life across digital formats.
The project grew out of my interest in visual identities, but also from a curiosity to move beyond what they usually are. It gave me the chance to explore something more open and intuitive, while still staying connected to the language of branding.
My hope is that it can offer a new perspective, and perhaps inspire others to approach familiar structures in different ways.
FIVE STATES. ONE STRUCTURE.
In the creative industry, we work with emotions every day. We shape tone, ideas and visual expression to capture attention, build recognition and create engagement.
Yet, the emotions themselves are rarely treated as something clear or defined. They remain abstract and difficult to describe.
Art of the State explores how five emotional states can be translated into distinct visual identities, using the principles of branding.
Each state takes form through its own visual language. Shaped by composition, typography, color and form. The result is a series of visual systems designed as a source of inspiration.
The state of
confusion
Confusion is a state where clarity is still forming.
Structure begins to appear, but lacks stability.
There is a sense of order, but not fully there yet.
Elements shift between alignment and disruption.
The state of
MELANCHOLY
Melancholy is a quiet state of emotional awareness.
It is not expressed through intensity, but through pause,
space and restraint.
The state of
TRANSFORMATION
The state of Transformation exists in-between.
Between what was and what will be.
Form is in motion, constantly shifting and reforming.
The state of
EUPHORIA
Euphoria is a state of heightened emotion.
Energy expands. Sensation intensifies. Joy becomes physical.
The state of
STABILITY
Stability is a grounded state of balance and control.
Built on structure, consistency and quiet strength.
Where structure creates safety, consistency builds trust
and calm endurance replaces chaos.
- MORE
