Pillars of Meaning: How Graphic Design Brings Identity and Heritage to Life in Interiors
Heritage & Graphic Storytelling
There’s a moment in every great space—a flicker of recognition. Maybe it’s a pattern you can’t quite place, a symbol that stirs something ancestral, or the quiet rhythm of visuals that seem to be speaking just to you. That moment, when design transcends function and becomes a vessel for memory, is what I live for.
We often think of interiors in terms of form and material—the curve of a chair, the tone of a wood floor, the weight of linen drapery. But beneath this surface lies a language just as powerful: graphic design. Not in the typographic sense most people imagine, but in a deeper, more resonant form: the use of visual storytelling, symbolism, pattern, and composition to communicate meaning.
As a designer, I’ve come to see graphic design not as an external layer or frivolous artistic expression, but as a living thread woven into the very structure of a room. When used with intention, it becomes a bridge between past and present, between self and space. It transforms a home into a portrait, a store into an experience, an environment into a lasting memory.
Iconic Spaces: Graphics, Symbols, and Patterns in Architectural History
To be clear, what I am referring to is not simply graphics you might find in a moody wallcovering. Throughout history, some of the most memorable spaces have been those that use graphics in the actual narrative of the space--as a fundamental design element. These are spaces where patterns, symbols, and icons are not merely decorative, but deeply woven into the identity of the place, creating a lasting emotional impact. So what do I mean?
The Art Deco Movement: Graphics as Symbols
The Art Deco movement of the 1920s and 1930s brought bold graphic design into architectural ornamentation. Buildings like the Chrysler Building and Radio City Music Hall incorporated stylized motifs, geometric designs, and intricate metal inlays that reinforced their themes of modernity, progress, and luxury. The repetition of sunbursts, zigzags, and industrial-inspired motifs were not mere decoration; they were an essential part of communicating the energy and optimism of the era. What I love about Art Deco is that these shapes were often found both in the exterior and interior architecture of the building. It's no wonder that many of the era's most important buildings have remained icons. A tour through one is true experience.
Frank Lloyd Wright’s: Graphics a Harmony
Frank Lloyd Wright's work in the early 20th century has also become an exemplar of integrating graphic symbolism into design elements--particularly architecture. His stained glass windows, often featuring intricate geometric motifs, were not just decorative but acted as visual translations of organic forms. Many of the symbols and motifs in Wright's homes, like the Martin House the Robie House, the Millard House, and the Ennis House all reinforced Wright’s philosophy of harmony between nature and structure, adding a symbolic dimension that extended beyond form and function. His textile blocks from the Ennis House in Los Angeles (below) showed a sophisticated use of repeating geometric symbols that transformed walls into intricate narratives of structure and decoration. Through graphic design foundational elements of the home became both grounding and other-wordly.
The Alhambra: Graphic Maximalism
Century's before Wright, The Alhambra in Granada, Spain, became an example of how pattern can serve to imbue structure and design with meaning. The intricate tilework and carved ceilings based on Islamic geometric principles, took my breath away the first time I visited in 2001. Now as a designer, I appreciate the amount of thought that went into each element to create the grand castle of the muslim caliphate in space--a court that sought to use the buildings construction to express a religious, political and social message. Each tessellated pattern represents infinity and the divine, reinforcing the philosophical and spiritual underpinnings of the space. The interplay of repeating motifs, arabesques, and calligraphic inscriptions transforms the palace into a living manuscript of visual storytelling. A maximalist interpretation of the use of graphics, these patterns can be found in different sizes, materials, and colors throughout the building--on the floor, the walls, and ceilings.
When Symbols Are Just Surface
Of course, not every use of graphics or symbols in design carries deep meaning. Sometimes, designers incorporate them for visual appeal alone, out of nostalgia, or even as a playful, kitschy nod to a theme. At More Wow, not every project we undertake relies on graphic storytelling in this way. But when we aim for truly cohesive, immersive design, we embark on a process we call Narrative Weaving—a structured approach that ensures every visual element is purposeful and layered with meaning. This is where our design philosophy comes to life.
The More Wow Process: A House Built on Meaning
At More Wow, we don’t see design as simply a way to make spaces look beautiful—we see it as a means to convey emotion, history, and identity. This is why we employ a structured approach to design, one that ensures every element has purpose and is woven together into a meaningful whole. Think of it as building a house: each layer is laid intentionally, starting with a solid foundation, moving to supporting pillars, and finishing with elements that bring it all to life. Here’s how we do it:
1. The Foundation: Identity & Collection
Every great design starts with research—the foundation of understanding. This isn’t just about gathering imagery or existing design references. We dive deep into personal histories, brand archives, cultural contexts, and symbolic motifs that define the essence of a project. Through interviews, mood boards, and visual workshops, we collect visual and emotional artifacts that reflect the core of the identity.
- How it looks: We might organize family heirlooms, brand logos, or cultural icons into clusters based on themes or emotions, creating a visual language that reflects a true essence. These collections often involve stakeholders to uncover unseen layers of identity and help us see connections between seemingly disparate elements.
- How we turn it into insight: This is where we begin to analyze patterns. We identify recurring themes or emotional threads that run through these collected elements. For example, if the client values nostalgia, we may notice subtle connections to vintage imagery or objects that evoke a sense of timelessness. We bring these observations to the surface to start shaping the core narrative.
2. The Pillars: Meaning & Insight Organization
Once we’ve gathered our materials, it’s time to organize them into a meaningful structure. We sort through the collected items, grouping them into themes or categories that feel significant. These could be based on heritage, aspirations, or personality traits. From these groupings, we form Pillars of Meaning—the guiding principles of the design. This helps us understand how the collected elements can support the overall narrative.
- How it looks: We might group elements under categories like “family,” “legacy,” or “future,” depending on the project’s focus. These pillars act as conceptual frameworks that provide a foundation for decision-making and guide the design direction.
- How we turn it into insight: This is the moment we refine our understanding. If the "legacy" pillar is significant, we’ll explore what legacy means to the client or brand. Does it tie to a place? A cultural movement? A moment in history? These insights begin to shape the mood and tone of the space.
3. The Roof: Symbols, Patterns & Graphics Development
Once the pillars are established, we translate them into design elements—symbols, patterns, colors, and graphics. This stage brings abstract ideas to life through visual language. A family crest may evolve into a custom tile pattern, or the concept of legacy may inspire architectural etchings or murals that reference historical icons.
- How it looks: Using the insights we’ve uncovered, we develop visual representations that speak to these themes. For example, if “heritage” is a key pillar, we may incorporate vintage typography or stylized motifs derived from old family documents into the design. The idea is that these symbols aren't just decorative but are deeply tied to the story we are telling.
- How we turn it into insight: This step is all about creating visual touchstones that people can engage with. For example, a geometric pattern inspired by the idea of infinity might be woven into the flooring to evoke timelessness. It’s where the abstract meets the tangible.
4. The Framework: Interpretation & Use
Not all patterns or symbols are used in the same way. Some are meant to be subtle and hidden, while others are bold and meant to be immediately seen. We apply a strategic framework to ensure the symbols and patterns are placed in the right locations and contexts. This ensures that they serve both the narrative and the spatial needs of the design.
- How it looks: Here, we decide whether a motif should be woven into textiles, etched into glass, or painted onto a wall. A subtle pattern might appear in an area meant for personal reflection, like a reading nook, while a bold symbol could be placed in an entryway or lobby to make an immediate impact.
- How we turn it into insight: This step requires balancing emotion with function. The pattern or symbol should serve both the purpose of the space (e.g., a reflective space may benefit from understated, calming symbols) and the narrative we’re telling.
5. The Interiors: Concepting & Storytelling
With all the visual elements in place, we now begin to craft the narrative of the space. We work with architects, designers, and artisans to weave all the pieces together, making sure the design elements flow and build upon each other, creating an emotional journey throughout the space.
- How it looks: We might sketch layouts, test textures, and explore how light plays with colors or patterns. This phase is about fine-tuning and ensuring everything feels cohesive, balanced, and purposeful. If one motif stands out too much, we adjust it; if a pattern doesn’t resonate as we intended, we pivot.
- How we turn it into insight: We begin to see the space in its final form—not just as a collection of items but as a story. The space is now talking to the occupants, evoking emotion, memory, or anticipation. Every choice made here should feel like an inevitable progression from the insights we uncovered earlier
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6. The Finishing Touches: Design Execution
Finally, it’s time to execute. We collaborate with skilled artisans, craftspeople, and manufacturers to bring every detail to life. Whether it’s working with ceramicists to produce custom tiles, collaborating with textile designers to create unique fabrics, or commissioning artists for murals, we make sure that each piece is true to the original vision.
- How it looks: At this stage, we ensure the execution of every detail with precision, aligning craftsmanship with the conceptual work done earlier. The designs are brought to life through materials, colors, and finishes.
- How we turn it into insight: The final step is about honoring the original vision while allowing the materials and craftsmanship to speak for themselves. The space has come full circle—from research to execution—each element supporting the greater narrative we set out to tell
From Surface to Substance
Scrolling through Instagram or Pinterest, it’s easy to forget that interiors are more than just backdrops. Thoughtful graphic design doesn’t just decorate a space—it transforms it, turning surface into substance. A powder room becomes a secret shrine, a child’s bedroom a living folk tale, a Disney ride a portal to another realm.
At More Wow, we believe design should be emotional, meaningful, and storied. Like color, lighting, furniture, and decorative details, graphic design is a critical tool for shaping those stories—making them visible, tangible, and full of soul. The Wow we create by elevating an individual’s or brand’s core symbols and narratives through every design element isn’t just about ornamentation; it’s about depth. Depth can create drama, but drama alone doesn’t always create depth.