Created to be
Brands are more than logos, types and colors. They are whatever they grow up to be, whatever we fill them with and however people perceive them.
One of my favourite activities as a designer is to live the birth process of brands' personalities, shapes, missions and of course, logos, types and colors.
ØutraEconomia
ØutraEconomia is a brand born in Brazil as a daughter of a global alliance that seeks to build a wellbeing economy. Of course, all these terms and a brazilian brand sounds nothing alike and that was the target we aimed on this project: to tropicalize the pourpose, creating visuals, readables and hearables concepts that put the new collective branch in the right spot. Ready to be the change.
Client: WEAll
Agency: UP Lab
Other Economy is the translation of the portuguese name. We found it after a naming process where we tried to achieve a way to call the brand as the core mission of the collective. No definitions, no rules. As the emptyness invites as to fill with something that is not there, Other Economy invites everyone to contribute and fill with dreams, pourposes and actions that will push us to a new model of economy. An economy where no one needs to be outside, where everyone has an empty place to fill with desire, justice and wellbeing.
