Omar Noah Gonzalez
When making first impressions with a new acquaintance or seeing a stranger, an instant collection of judgement, imagination, crafting, and curiosity all happen simultaneously to create an archetype or character to understand a person. Examples of archetypes one could create are a bright outgoing woman who loves socializing based off her loud yellow sweater or the machismo, yet humble feel that a man’s rugged cowboy hat, flannel and jeans give off. Visual identity is a tool that is used by oneself to determine what others may be like, or to craft a persona that guides others to the archetype of person you want them or yourself to believe.
In this collection of work color is used to connect each set of images and encourage viewers to make their own discernment of the archetype represented for each person. Is each person’s visual identity a reflection of their character, or merely an impression that the photographer wants you to believe?