Section 7 | The Scope of Visual Communication

Section 7 | The Scope of Visual Communication

What in the mid-twentieth century was known as “graphic design,” with the turn of the millennium was consolidated as “visual communication.” The needs of brands, companies, and institutions to address clients and allies to communicate diverse messages soon became increasingly notorious and overloaded with the rise of digital technology. Studios such as LAT, under the direction of Zita Arcq, and Anagrama, under the hand of Daniela Garza, have opened new frontiers to approach branding through transmedia narratives —that is, across multiple platforms and media— in a practice that could be defined as integral design.

Cristina Paoli, María Marín de Buen, and Maricris Herrera have specialized in publishing, perfecting the profession and the gaze, with publications of great beauty. Rachel Levit has taken her profession of drawing to new heights, producing animated works of great originality and simplicity that have been published in New York and Los Angeles, while Ana Ramírez’s powerful animation work has also crossed physical and conceptual boundaries, finding a place in projects promoted by Pixar.