freelance graphic designer

When i grow up ← Back to the portfolio

  • In →
  • Book design
  • Print
  • Social design

Culturally sensitive graphic design explorations

MA Thesis work for Aalto University School of Art, Design and Architecture; Helsinki, Finland.

With a global village that is growing and a world that is getting smaller it becomes evermore important for graphic designers to successfully cross cultural borders, yet this is easier said than done.

My theoretical work aims at making these cross-cultural design experiences easier for graphic designers, as well as creating higher awareness of the differences that exist within cultural constructions.

An amalgamation of design practices, cultural and anthropological research, the theory explores the perspective changes a graphic designer needs to consider when intending to create visual communication solutions in a different cultural context. What to look out for? What to expect? What kind of extra questions to consider? Strategies and suggestions to overcome the small differences that different cultures use to read visual messages. Methodologies and theories are compiled from unstructured interviews held with designers and artists who have experience working in these situations; literary review of both contemporary and more traditional theories regarding the subject matter; as well as personal observations compiled from engaging in the cross-cultural case study project.

As a case study, my practical work probes into how visual communication can be used to change the perspective of a community, using co-design as one of the working methodologies. After extensive research it has become clear that South African children do not perceive education to have a high value. I aim to change this perception using visual communication. The target market is the community of Mabopane, South Africa situated in a rural area 50km outside the capital city.

200 page, perfect bound soft cover book.

© Theoretical work → Aalto University School of Art, Design and Architecture + Gracè Schutte
© Infographics, layout and typography → Gracè Schutte
© Photography → Carey Dowse + Gracè Schutte + Irmela Kellermann + Jaco Roets + Martin Kellermann
When i grow up
When i grow up
When i grow up
When i grow up
When i grow up
When i grow up
When i grow up
When i grow up
When i grow up
When i grow up