Case Study: Branding Luciana Vega™ — American Girl's 2018 Girl of the Year®
- curtiswhaley
- May 21
- 2 min read
The challenge Luciana Vega™ was introduced as American Girl's 2018 Girl of the Year® with an inspiring mission: she's a girl who dreams of becoming the first person to set foot on Mars. Her story follows her acceptance into NASA's Space Camp, where she learns about science, technology, teamwork, and perseverance. Our team's branding challenge was to create a visual identity and supporting assets that communicated the wonder of space exploration while remaining appealing and emotionally resonant for girls ages 8–12.
Case Study: Branding Luciana Vega™ Luciana’s branding needed to strike a unique balance: it had to reflect the technical ambition of space travel, the poetic beauty of the cosmos, and the youthful excitement of an imaginative girl. Our goal was to connect emotionally with our audience by blending science with wonder, and curiosity with confidence.
Visual Influences & Research We conducted deep research into:
Vintage space graphics from the early era of space travel, when optimism and a sense of limitless possibility colored public imagination. These visuals helped us capture a childlike sense of wonder.
Hubble Space Telescope photography, especially nebulas and distant galaxies, whose jewel tones and luminous glows inspired the overall color palette and visual textures.
Tie-dye patterns, which brought a human, artful connection to cosmic phenomena, making the science feel personal and tactile.
Orbital diagrams, chosen for their graceful elliptical arcs, informed the movement and framing of graphic elements throughout the brand.
Logo Development The Luciana Vega™ logo is layered with meaning:
The primary typeface is clean and futuristic, evoking NASA-style typography.
A red dot over the "i" references Mars—Luciana’s ultimate goal.
A purple orbital arc references both space travel and the distinctive purple streak in Luciana’s hair.
The name "Luciana" is filled with a bright starry sky, grounding her identity in the cosmos.
Her surname, "Vega," is written in a handwriting font, expressing Luciana's passionate, personal side.
Color & Typography The color palette was a softer, girl-friendly interpretation of colors found in nebulas: rich purples, deep pinks, and radiant blues. Typography combined tech-forward san-serifs with humanistic script to balance aspiration and relatability.
Graphic System
Patterns and backgrounds reflected the night sky, constellations, and circuitry—stylized in a playful, age-appropriate way.
Design elements like violators, borders, and dividers echoed the arcs of orbital paths and celestial geometry.
All copy and messaging were designed to be affirming and motivational, always encouraging girls to dream big and try hard.
Result The Luciana Vega™ branding successfully blended the excitement of science with the emotional depth of personal growth. Through intentional research, emotionally aware storytelling, and a design system that bridges science and play, we created a visual world that inspires girls to reach for the stars—both literally and figuratively.
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