In this practical thesis, a visual identity is created for a new Kudelmiani handcrafts entrepreneur. The visual identity incorporates the company's colors, shapes, typography, logo, the entrepreneur's product, specifically, the visual identity of a knitting instruction, and the graphic design guidelines.

The theoretical part examines the formation of a company's brand and the production of its visual identity. Additionally, an overview is provided of the relationship between the brand and the visual identity. The purpose of the thesis was to investigate the process and implementation of creating a visual identity and brand formation. The visual identity is analyzed through the elements of the brand, visual identity, and traditional graphic guidelines, such as the logo, typography, colors, shapes, and composition.

The primary objective of the thesis was to create a functional, commercially visual identity for the new Kudelmiani handcrafts entrepreneur. A secondary goal was to enhance the thesis author's own experience as a graphic designer, by increasing the understanding of how to create a high-quality visual identity in line with the brand, and the significance of visual identity in brand building. With this thesis, an effort was also made to enhance the understanding of students in the field of visual arts regarding the implementation based on commercial graphic design practices. At the time of writing this thesis, the Kudelmiani company had not been officially established, therefore the thesis was being done for the company awaiting its official foundation, rather than for an established client.

As a result of the thesis, a visual identity based on brand attributes was created, together with the entrepreneur, for Kudelmiani, reflecting jointly formed perceptions of "high-quality," "natural," "colorful," "bold," and "minimalist," The new entrepreneur was highly satisfied with the outcome, and at the time of the thesis completion, it was already in use across several marketing and sales channels for the brand. The author's understanding of creating a visual identity and the included components of the process also expanded during the project.