Greenpeace Apply Heat
Self-Initated Project
Visual Identity and Campaign Strategy
The Challenge
In the midst of the Black Lives Matter movement and the challenges posed by Covid-19, 2020 was a year that shook us all. What particularly struck me was the devastating fires ravaging the Amazon Rainforest. I felt compelled to launch a campaign that brought attention to the distressing number of deliberate fire incidents.
Creative Solution
I centered the campaign around thermochromic paper, a material that changes colour in response to heat. Combined with colours reminiscent of the fires and a typeface from a Brazilian foundry, the design choices were deeply rooted in the cause.
The Heart of the Amazon Rainforest
Drawing inspiration from the diverse layers of the Amazon Rainforest—the emergent, canopy, understory, and forest floor—I have crafted the pattern above that pays homage to each space. The design echoes the radiance of a rainforest map, while also shedding light on the harrowing emotions of isolation and entrapment experienced by the animals ensnared in the devastating fires.
Typography
Alongisde this is Mango Sans, a font designed by Brazilian designer Daniel Sabino from Blackletra Type Foundry. This versatile font is well-suited for impactful messages due to its range of weights and strong visual presence. Additionally, its tall characters bear a striking resemblance to the Amazon Rainforest's towering trees.
Digital Environments
It was important to explore how this concept could translate to a digital environment. The hands-on interaction with the thermochromic paper represented taking responsibility for the Amazon Rainforest's welfare. It emphasised the idea that every individual has a role to play in effecting positive change.
