Taking as a conceptual principle the words that make up the brand: Maatiam Consciousness. Consciousness (from the Latin conscientia “to be aware of it”) is defined, in general terms, as the immediate knowledge that the subject has of himself, of his acts and reflections, but also refers to the capacity of human beings to to see and recognize themselves and to judge about that vision and recognition. Maatiam means “Baja Califonrniano” and “Cachanilla” in the Kiliwa language. This is how a communication develops before the philosophy of the open mind and locating it in the geographical region from where the messages will be issued is a consensus on the perception of the environment. Our most important natural areas, the Mar and Sierra desert become the recognition of existence, being acknowledged as responsible for collective actions and reacts to them, respects and resumes the knowledge of our ancestors. It keeps in motion the knowledge gestated in our region from and for the community. It unites the philosophies of life and the daily activities that build our environment.
Ixchel True is an artist and graphic designer with a unique collaborative philosophy that involves the client throughout the entirety of the artistic process. Through this philosophy, she creates projects that visually communicate their history, essence and spirit. She designs living brands which grow in tandem with the clients they represent.
“Creativity is to graphic design what wit is to art””.
-Carlos Carpintero, Dictadura del diseño. (Design Dictatorship)
“To design means to know and venture to the ends of culture in order to recreate it, turning it into something even more dynamic. This task commits you to another, bringing you closer to the confines of art and inserting you into the process of human communication. Thus, designing implies a profound responsibility and takes part in an increasingly muddled and chaotic reality.”