Visual Identity Concept — 2025
Self-Initiated Project
Every environment tells a story — some loud, others whispered through their stillness. With Desert Frames, I set out to explore how minimal design and raw, untouched landscapes can become the foundation for a visual language that speaks not through noise, but through restraint, clarity, and intention.
This project began as a personal investigation: how can themes like solitude, identity, and modernity be translated into a cohesive visual system — one that moves fluidly across music, editorial, and street formats without losing its conceptual integrity?
The desert became my starting point — not as a literal setting, but as a symbol. A vast, muted space where distractions fade, where identity feels stripped back to its essential core. I wanted the visual system to reflect that same sense of rawness and quiet strength.
The design process revolved around three key principles:
• Restraint: Letting space, minimal text, and subtle typography carry the message
• Consistency: Building a typographic and visual system adaptable across formats
• Coded Expression: Embracing subtle visual codes instead of overt branding — mirroring fashion and editorial aesthetics
Throughout the project, I developed and tested how this identity could exist beyond static screens — applying it to album artwork, magazine layouts, and urban poster mockups. The result was a system that feels understated, yet intentional — designed to live organically in both digital and physical spaces.
- Album Cover Design
- Editorial Magazine Concept
- Lifestyle Mockup Application
- Street Campaign Poster (DF 25)
- Urban Billboard Mockupe
- Develop a cohesive visual identity beyond commercial branding
- Explore how minimal, coded design language communicates modern identity
- Apply consistent design principles across print, digital, and environmental formats
- Showcase real-world application through mockups and campaign simulations
Creative Direction, Visual Identity Design, Editorial Layout, Campaign Development, Mockup Application
Primary Accent: Desert Sand — #D4A373
A warm, muted tone referencing the desert environment, providing visual contrast against black and reinforcing the project’s minimalist, organic aesthetic.
Visual Identity | Editorial Design | Minimal Aesthetic | Conceptual Campaign | Typography | Fashion Influence | Modern Expression
Raúl Mermans García — Creative Strategy, Branding & Design.
raulmermans@gmail.com
.svg){kind=small}
