Abstract
This report examines and analyzes the role of graphic design in shaping the visual identity of a small family-owned shoe business through the creation of promotional calendars and posters. The main focus is placed on the use of the family’s daughter as the advertising face, aiming to create a more personal and audience-connected brand image. The designs of calendars and posters from the early 2000s are analyzed with regard to their visual appeal, effectiveness in communicating with the target audience, and their ability to convey the family values and spirit behind the business at that time. The report also explores the psychological impact of the personalized approach and how it contributes to brand differentiation in a competitive environment.
Key words: graphic design, advertising calendars and posters, family business, visual identity, advertising face