For most of human history, nature served as the primary reference for understanding ourselves. It was something larger than us, an organizing force that shaped human behavior through systems we did not design and could not control. Today, that reference point has shifted. We increasingly interpret human behavior through the lens of technology. When we define ourselves through the tools we’ve created, we risk becoming no more than what those tools are able to measure and detect. Where nature once offered metaphor, technology now supplies mechanics.
The design is driven by the concept itself. I created a digital grid to represent the technological lens, contrasting it with organic forms for the animals. The typeface reinforces this tension between nature and technology. The animals are rendered as silhouettes, both to evoke their fading role as a reference for humanity and to suggest a mystical, cosmic presence.
About the Artist
Rafael Baeza is a creative leader and visual branding specialist with over two decades of experience in design, marketing, and communications. He currently serves as Creative Director at the Farnsworth Art Museum and has previously led Marketing & Communications at Maine Media, where he applied his expertise in visual identity, print, film, and environmental graphics. His professional background includes senior designer at Landor Associates in San Francisco. Baeza holds a bachelor’s degree in neuroscience from Bowdoin College and a BFA in Graphic Design from the California College of the Arts, and he has taught media and design courses at the high school and college level.
