Criação da identidade visual do projeto Ser&Gestar a partir de uma abordagem educomunicativa.

Abstract

This study addresses the intersection between educommunication and design for the creation of a visual identity through a more dialogical and participatory methodology. The starting point was the analysis of the visual identity of the project Ser&Gestar Pré-Natal Psicológico, which did not adequately represent the mission of the initiative. The objective, therefore, focuses on creating a new visual identity from the perspective of the pregnant women assisted by the program, ensuring their protagonism through an educommunicative approach. To achieve this, the research adopted the Design Thinking methodology to conduct workshops on color and semiotics. These collaborative sessions allowed participants to express their perceptions of motherhood, revealing feelings such as courage, grief, exhaustion, and freedom. The results of the workshops served as the basis for defining symbolic elements such as the lotus flower, the flame, and the sun, which together compose the new visual identity. The research concludes that educommunication is a powerful tool for building social design projects, as it enables those involved to become authors of the creative process. Thus, the study demonstrates how a participatory approach results in a visual identity that genuinely communicates and represents the essence and values of a group.