Geli Luna – Spatial Identity
For her MA Communication Design project, Spatial Identity, Geli Luna reinterprets a musical artist’s visual identity through an immersive spatial experience.
Influenced by theories of depth and perception by Richard Gregory, the anamorphic art of Tjeerd Alkema and the Op art paintings of Bridget Riley, Luna applied her fascination with physical space and knowledge of 3D design to Spatial Identity.
Taking the band Alt-J as case study, Spatial Identity reimagines the band’s performances and promotional campaign based on optical illusion techniques to develop a visual language that would go beyond logo design.
With a background in architecture, Luna understood the advantage of 3D digital modelling in helping her to choose which models to select. Testing how the finished designs would work in a three-dimensional performance space, Luna also experimented with different materials and designs by making maquettes. The opportunity to learn how to use new software encouraged her to research her project through a combination of 2D and 3D experiments.
Instead of relying on virtual or augmented reality, Luna referenced an history of scenography and set design in her work. Classic bands such as Pink Floyd used props and different techniques in their live performances which inspired Luna to explore how projection mapping could provide new ways of looking at physical and digital space. “Projection allows fluidity in existing spaces, transforming walls and facades into anything imaginable”, says Luna.
With an awareness of personal bias and assumptions as a designer, Luna refined her project by surveying Alt-J fans to gain objective, authentic reactions that would shape the outcome of her work. She reflects on how an openness to criticism and feedback led to a positive step in her studies, observing how consulting fans effectively redirected her process and “turned a supporting visual into the final outcome”, to prove “the importance of testing solutions and prototypes on target audiences”.