For Jehu Peria, branding isn’t just about logos or catchy visuals. It’s about memory, identity, and pride. It’s about carrying the weight of history—and offering it back to the world, beautifully preserved and powerfully reimagined.
His thesis project, the branding of the Sugar Cultural Landscape of Negros, goes far beyond academic requirements. It’s a love letter to a land that has shaped generations, and a bold vision for how its story can be told in the modern world.
“This is more than just a thesis for me,” Jehu shares. “It’s a project with the potential to make a meaningful impact on tourism and heritage preservation in Negros.”
Grounded in careful research and respect, Jehu didn’t just design for aesthetics. He listened. He asked questions. He immersed himself in the stories of those who lived and breathed the legacy of Negros’ iconic sugar industry—ensuring every color, every pattern, every letter he crafted was faithful to the spirit of the place.
“I thoughtfully studied every element—from the color palette and typography to the brand patterns—making sure they align with the vision and values of UNESCO,” he explains.
For Jehu, true design doesn’t simply impress. It resonates. It carries the voices of the past and amplifies them for the future.
“I always say that whether it’s traditional or graphic art, I want every piece I create to reflect our true identity and culture as Negrenses,” Jehu says. “It’s about the deeper meaning—the essence behind the work.”
And it shows.
In his branding, you don’t just see sugarcane fields or historic sites. You feel resilience. You feel the echoes of communities that built something extraordinary out of the soil. You feel the deep, bittersweet complexity of a heritage both proud and scarred.
More than anything, Jehu hopes his work won’t just live on screens or in proposals. He dreams of seeing it woven into the actual spaces of Negros—the heritage sites, the museums, the festivals—tangible reminders for the next generations of where they come from.
“Even at a young age, I’m humbled to contribute to sharing the story of my home with the world,” he reflects. “It taught me the importance of looking back at our past, because it’s through understanding our heritage that we can create meaningful work for the future.”
In a world racing toward innovation, Jehu Peria reminds us that the future is creative—but it must also be rooted.
Rooted in story.
Rooted in identity.
Rooted in pride.
And thanks to his work, the story of Negros’ Sugar Cultural Landscape is ready to be carried forward—with beauty, with truth, and with an unwavering sense of home.