BRANDING A CULTCreating an identity for the “morally correct way of life”.
Graphic Design and Research.

 

IMPORTANT DISCLAIMER

I literally cannot mention the name of the cult in writing. I have had an Instagram account (which was part of the deliverables) get hacked and access removed, so to avoid the risk of having this site hacked, I won’t be referring to it directly, but you can clearly see the name below. This project does NOT represent any affiliation with the cult, nor do the views in the project reflect mine at all. This project is a branding exercise to create a visual identity for a “new religious movement” founded in 1990 that focuses on spirituality and health but espouses some extreme beliefs and aggressive proselytizing tactics. 


The main “mission” of the group could be summarized as:"ACHIEVING SPIRITUAL ENLIGHTENMENT THROUGH THE PHILOSOPHY OF QIGONG AND FACING THE DANGERS OF ADVOCATING FOR THE MORALLY-CORRECT WAY OF LIFE". The main concept behind the project stems from the idea of “masking”, symbolizing how the group promotes positive aspects of their philosophy but hides many more that one can only learn about after joining.






This branding was based on the concept of Wuxing, which is a fivefold conceptual scheme that many traditional Chinese fields used to explain a wide array of phenomena, from cosmic cycles to the principles of energy healing and political succession, first introduced in 200 BC.