A Fantástica Máquina de Esfriamento Global

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The Fantastic Global Cooling Machine is a movement created to boost the planting of trees. Shaped as a crowdfunding project, it emerges as a grounded effort to address the looming environmental challenge of the global warming.

During their growth process, trees are able to capture more carbon from the atmosphere than they release, making it a great alternative to combat global warming. So we decided to announce this fantastic "new" cooling technology, with the goal of crafting a vibrant and modern identity and communication that would escape the eco-green-earth cliché of projects related to sustainability.

In the pursuit of a harmonious design, we drew inspiration from the captivating intricacies of the Fibonacci Sequence, a pattern omnipresent in nature's tapestry — from sunflower seeds' growth logic to the cosmic contours of galaxies. This natural order influenced the creation of the grid system, an artful dance of 3 to 5 squares with sizes mirroring the sequence's proportions (3, 5, 8, 13, 21). Stretching from page edges, these squares created the grid's initial lines, duplicated and mirrored to weave a visually captivating and flexible structure.

The vibrant color palette injects energy into the brand while defying the conventional green stereotype associated with ecological themes. Beyond aesthetics, the gradients employed in the design tell a subtle story of global cooling, progressing seamlessly from warm to cool tones — each transition point choreographed to Fibonacci's rhythmic beat: 13, 21, 34, 55, or 89%. Complementing the narrative are outline icons, artfully styled to resonate with the emoji language, lending a youthful and contemporary tone to our communication.

CREDITS

Creative Direction: Luciano Braga
Project Management: Luciano Braga
Copy: Manuella Graff, Fernanda Almeida e Helena Oliveira
Art Direction: Marcos Oliveira
Design: Marcos Oliveira, Vitória Melissa, Uinne Régia e Thomas Vianna
Video:Sopa Digital
Paid Midia: Karma