In.Coherente was a project that promoted critical thinking, self-reflection, and individual questioning through thought-provoking phrases inspired by everyday situations that reveal contradictory or incoherent behaviors.
The initiative took shape both digitally, through an Instagram profile, and physically, through a printed pocket-sized book. Its goal was to create simple yet impactful content that encouraged people to reflect, relate to the messages, and share them with others. To strengthen its visual identity, each phrase was accompanied by distinctive 3D illustrations that embodied the spirit of the project and made it easily recognizable to its audience.
In.Coherente was developed as an academic project during my final year of university.
Category
Branding, Social Media.
Year
2019
Role
Graphic design, 3D modelling, conceptualization.
Software I used
Illustrator
Photoshop
Cinema 4D
After Effects
Team
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*Translation: Incoherent refers to someone whose actions do not align with their ideas or feelings. It can also describe a situation that lacks a logical relationship with another situation associated with it.
*Translation: There is a place on Earth that, thanks to its 7 million square kilometers of rainforest, has earned a reputation as the lungs of the world. However, this place has been burning for months—literally.
Brand Identity
In.Coherente’s visual identity featured a pastel color palette designed to soften the critical and direct nature of its messages, preventing followers from feeling judged or lectured by the content. At the same time, the use of these colors added an ironic layer to the brand: while In.Coherente encouraged critical thinking and questioning, its visual language remained soft, approachable, and inviting.
To complement the profile’s brand identity, I designed three characters that accompany the Instagram posts. They represent the voice of In.Coherente and are known as Los Incoherentes. Each character has a defined personality, and their appearance and accessories can be adapted to reflect the message of each post.
Full Brand Book
Instagram Profile
Pop-up Book
Collabs
