The assignment was to brand Matthew 5:9, “Blessed are the peacemakers, for they will be called sons of God,” using only type, color, and non-objective elements. Phase A explored how typographic decisions could shift the meaning and emotional weight of the same words. The first ten designs used the full beatitude, while the second ten condensed it to two to five words, forcing a more distilled approach to the core message. The goal across all twenty was to keep each idea distinct, using scale, hierarchy, repetition, and color to create separate typographic arguments.
Phase 2
Phase B developed the strongest ideas into two poster concepts, each with a distinct visual language. The first used typographic fragmentation, with “PEACEMAKERS” breaking into unreadable pieces at the top and resolving into legibility at the bottom, visualizing peace emerging from chaos. The second took a more illustrative approach, using footsteps climbing stairs built from the word itself, with “PEACE” isolated in color to guide the eye and convey movement toward becoming a peacemaker.
Phase 3
After critique, the selected direction was refined and applied to real-world contexts. The social media series expanded the fragmentation concept, incorporating original photography into the letterforms while maintaining a consistent typographic system. Environmental mockups placed the brand on street banners and signs, testing its performance at scale. Locations were chosen to reflect the message of peacemaking, making the environment an extension of the brand rather than just a backdrop.