Woven realities: Augmented reality as a creative canvas for brand identity.
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School of Arts, Design and Architecture |
Master's thesis
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Date
2023
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Mcode
Degree programme
Taiteen ja median maisteriohjelma
Language
en
Pages
81
Series
Abstract
This thesis explores the untapped potential of augmented reality (AR) in graphic communication design, focusing on its impact on storytelling and brand narrative within visual identity. Despite the prevalence of AR in daily experiences, its comprehensive application in graphic design remains largely unexplored. The research aims to seamlessly intertwine brand elements into the virtual landscape, investigating the influence of this fusion on conceptual ideation, the creative process, and the experiential dimension of brand narratives. The study delves into the synthesis of tangible and virtual worlds, probing how AR fosters dynamic dialogues within visual identity. It seeks to understand how AR provides insights into broader, multi-layered narrative concepts through immersive and participatory approaches. Utilizing an interview-based approach, the research engages professionals from graphic designers to AR creators and 3D artists, coupled with case studies, literature reviews, and conceptual exploration. Structured across four chapters, the thesis initiates with a historical background of AR and its anthropological foundations. Subsequent chapters concentrate on visual identity components, practical considerations, and narrative aspects facilitated by AR. Throughout it examines the pivotal role of entry points in shaping brand identity within AR and investigating how AR serves as a collaborative narrative catalyst, tailoring immersive encounters to individual users. The thesis concludes with Chapter 5, contextualising the exploration within a fictional fashion brand. This project involves integrating AR into the visual identity, anticipating future shifts and innovations, and emphasising the critical importance of staying attuned to technological shifts as a designer. In summary, this thesis contributes to a profound understanding of AR's application and untapped potential in graphic communication design, offering insights into the dynamic interplay between technology and narrative storytelling within visual identity.Description
Supervisor
Vyas, RupeshThesis advisor
Keywords
augmented reality, visual identity, branding, narrative, storytelling, mixed reality, graphic design, virtual reality