Christian Lujan: capstone

Abstract

The artist's statement: As a graphic designer, my work sits at the intersection of storytelling, identity, and intentional design. I believe every brand has a soul something intangible yet deeply felt and my role as an artist is to give that soul a voice, a face, and a presence. My creative process begins with listening to stories, asking questions, What the identity is. I approach each project as a collaboration between intuition and structure. I don't just design to make things look good I design to make them feel honest. I draw inspiration from diverse sources the movement of the campus, the precision of typography, and the emotional resonance of photography. Each visual element in my work is chosen with intention and guided by a core belief, good design should not only reflect who you are but also elevate what you stand for. My aesthetic tends to blend minimalism with human warmth. I value clarity, but never at the expense of character. I believe in brands that breathe, systems that adapt, and visuals that tell more than one story. I'm especially interested in how identity evolves how visuals carry memory, respond to context, and engage audiences over time. The work presented in this brand book is a reflection of these principles. It is a curated expression of tone, voice, and vision, translated into a consistent and versatile identity system. It's meant to be both a foundation and a compass for something grounded enough to build trust, yet dynamic enough to grow with purpose. Ultimately, I see design not as decoration, but as translation. A brand is a living narrative and design is how we bring that narrative into the world.