Peoplestrology: Blending Astrology with Contemporary Culture

A Unique Visual Identity for Astrology Research

Despite astrology's ancient history, which was forged by cultures that disappeared long ago, there is no sign of it going away. Somewhere in the middle, for some people, the myth became fact, or at least common and collective knowledge. Peoplestrology aims to delve into this phenomenon and spark a larger conversation. To achieve this, the designers created a visual identity that avoids the esoteric aspects of astrology and presents it as a social phenomenon.

The inspiration for Peoplestrology comes from a mix of traditional aesthetics and contemporary elements. The designers incorporated the Eksell and Heimat Mono fonts, which possess characteristics that shape a visual system. The color palette, predominantly black and white to convey neutrality, also includes other colors representing the four astrological elements: fire, water, air, and earth. The imagery, a combination of illustrations and photography, references pop culture and contemporary art.

The realization of the visual identity involved various techniques and tools. The designers utilized mixed media, including photography, handmade paintings, vectors, and texts created using Adobe CC. This approach allowed them to create a unique aesthetic that blends contemporary pop culture with ancient Greek art expressions.

Peoplestrology stands out among other astrology projects by avoiding mysticism and embracing astrology as a social and cultural phenomenon. The visual solutions for this project resonate with contemporary culture and attract a young audience eager to incorporate ancient concepts into their lives.

The project was carried out between 2016 and 2017, with the design team working in São Paulo, Brazil, and New York, USA. Extensive research into contemporary pop culture and ancient Greek art expressions informed the design choices, resulting in a visual language that combines the objective nature of data with the subjective nature of astrology.

Peoplestrology's visual identity has received recognition for its creativity and ingenuity. It was awarded the Bronze A' Design Award in 2018 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award honors designs that exhibit strong technical and creative skills, contributing to improvements in quality of life.

Peoplestrology's unique approach to astrology research, blending ancient wisdom with contemporary culture, offers a fresh perspective on this age-old practice. By embracing pop culture aesthetics and avoiding mysticism, Peoplestrology appeals to a new generation seeking to explore and understand astrology in a modern context.