Borandá is a WWF initiative that aims to encourage society to visit Atlantic Rain Forest's units as a way to conserve them. Movement's name is the contraction of the expressions "bora" (let's) and "andar" (walk), that together sounds like an indigenous word and also call public to action. Visual identity creates a path of conservation unit's trails and this line camouflages itself in the identity and illustrations in a playful message: to visit Atlantic Rain Forest is preserving it.
Inspiration for the project came from the nature itself by its organic and colourful shapes. Also, the project had to connect with people that are not used to visit the units, so it's urban and modern at the same time it represents the forest.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Organic and colourful shapes from the nature were the main inspiration for this project. This feature is not only applied to the illustration style and type design but also in the modular shapes of the logo, that can be adjusted to trail's lines.
In contrast to it, we also have a urban and modern visual identity that relates itself to a very important audience – those ones who are not used to visit conservation units.
OPERATION / FLOW / INTERACTION:
The identity is based on a main line that keeps track of other brand's elements around it – illustrations, logo and texts. Because of its malleability, playfulness and simplicity, this identity can be easily incorporated in the Atlantic Rainforest and promotional materials, managing to stand out both in this scenario and big cities.
PROJECT DURATION AND LOCATION:
The project started in February 2015 in São Paulo and finished in September 2015 in São Paulo, and was launched in Curitiba in September 2015.
FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design
PRODUCTION / REALIZATION TECHNOLOGY:
WWF, Together and Estúdio Barca worked together in the research for visual identity. Together Agency conducted the marketing plan and also a study about context and target. Estúdio Barca used this study and visited conservation units, talked to the team and administrator of trails to create a briefing. After realising the main target would be big cities and those who are not used to visit the Atlantic Rainforest, Estúdio Barca created a few paths for visual identity – using Adobe Illustrator and Photoshop CC. After it, elements were tested in short and long-term and in all contact points it could have – both digital and in the trail, such as signals easily made by trails' administrators in stencil on trees and rocks. Identity was successful.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Five logo versions were created based on trail lines. They exist in RGB and CMYK color profiles in .png, .jpg, .ai, .pdf and .eps.
Institutional colors of main pallete are: Orange (#fbb172; R 251 G 277 B 114, C 0 M 35 Y 70 K 0, PANTONE 123 U), Yellow (#ffe25d, R 255 G 226 B 93, C 0 M 5 Y 75 K 0, PANTONE Yellow U), Pink (#f195ff, R 241 G 149 B 255, C 15 M 45 Y 0 K 0, Pantone 244 U), Purple (#9060f1, R 144 G 96 B 241, C 60 M 70 Y 0 K 0, PANTONE Violet U) and Blue (#4685fa, R 70 G 133 B 250, C 70 M 50 Y 0 K 0, PANTONE Process Blue U).
borandá, wwf, atlantic rain forest, nature, identity
After visiting conservation units, Estúdio Barca promoted a workshop with WWF team and talked to units' administrators to understand better the needs for the brand. Also, the research company Together produced an audience and context study to provide insights for visual identity.
It became clear the brand needed to connect both with people who are used to visit the units but mainly with those ones who do not. That is the reason the brand is both modern and urban but also deeply connects with organic and colorful shapes from the forest.
The main creative challenge was to develop a visual identity system that connects with the organic and colorful Atlantic Rainforest but also with the urban audience. The team approving the work were both WWF members but also all the trails' administrators along the Serra do Mar mountains, which runs parallel to the Atlantic Ocean coast from the state of Espírito Santo to southern Santa Catarina. The great amount of people approving the brand made sure that it connected to the context and their needs.
TEAM MEMBERS (2) :
Graphic designer and Creative director: Gabriela Namie and Graphic designer and Creative director: André Jun Ioneda
André Jun Ioneda