Independent Creative Exploration// DARK MATTER GRID / CASE STUDY P03

BRAND STRATEGY / IDENTITY / CAMPAIGN / EXPERIENCE

ZOETIC

A nonprofit identity and seven-phase campaign that changes how people perceive the rainforest and gives them practical ways to help protect it.READ THE STORY ↓

DISCIPLINEBRAND STRATEGY / IDENTITY / CAMPAIGN / EXPERIENCE

ROLESTRATEGY + IDENTITY + CAMPAIGN + DIGITAL

PROJECT TYPE2019 SENIOR PROJECT / NONPROFIT CONCEPT

PATHPERCEIVE → LEARN → ACT

THE CHALLENGE

Start with the tension.

Zoetic is designed for compassionate people who want to help the environment but may not know where to begin. The challenge was to make the rainforest feel immediate and essential, explain why its animals matter, and turn awareness into clear forms of participation.

02 / THE ORGANIZING IDEA

“Turn back the hands of time.”

THE DESIGN LOGIC

How the system works.

MEET THE RAINFOREST

Phase one introduces animals that are vital to the ecosystem through concise facts and their vulnerable or endangered status.

REWARD CURIOSITY

The “Who am I?” and social-riddle phases use outlines, clues, reveals, and the app to make learning participatory.

CREATE A WAY TO ACT

Bike share, a recyclable rewards card, apparel, and digital tools connect everyday behavior to rainforest support.

MAKE TIME VISIBLE

The hourglass Z, animated shutters, and AR experiences make urgency, disappearance, and possible futures tangible.

THE IDENTITY

The idea becomes visible.

The letter Z forms an hourglass because time is against us as the rainforest continues to shrink. Montserrat keeps the system direct and accessible while the deep rainforest palette gives every application a shared atmosphere.

PRIMARY IDENTITY

BRAND THESIS

A world without them is a world without us.

TYPE 01IT’S ONLY A MATTER OF TIME.

MONTSERRAT BOLDHEADLINES / ACTION

TYPE 02Why is the rainforest so special?

MONTSERRAT REGULAREDUCATION / DIGITAL

DEEP CANOPY#032936PRIMARY FIELD

RAINFOREST#244C50PHOTOGRAPHIC TONE

MIST#C4DDDAINFORMATION

LIVING GREEN#83AAA7ACTION

THE VISUAL LANGUAGE

Seven phases. One progression.

The campaign does not repeat one visual across every channel. Each phase advances the audience from recognition to discovery, participation, consequence, rescue, social learning, and deeper editorial context.

Zoetic phase one animal education campaign — PHASE 01 / AWARENESSMEET THE RAINFOREST

Zoetic phase two identity guessing campaign — PHASE 02 / DISCOVERYWHO AM I?

Zoetic phase four time-lapse campaign — PHASE 04 / CONSEQUENCETIME-LAPSE

Zoetic phase five augmented reality campaign — PHASE 05 / PARTICIPATIONURBAN JUNGLE

Zoetic phase six Instagram campaign — PHASE 06 / SOCIALMYSTERY ANIMAL RIDDLES

Zoetic phase seven advertorial — PHASE 07 / EDITORIALRAINFORESTS ACROSS THE WORLD

APPLICATION

The brand enters daily life.

The applications are tied to behavior: ride to support a species, earn and donate environmental reward points, wear the visual language, or carry the campaign into public space.

Zoetic phase three bike-share campaign — PHASE 03 / MOBILITYMILES BECOME SUPPORT

Zoetic bike-share application — APPLICATION / BIKE SHARECHOOSE THE ANIMAL YOU RIDE FOR

Zoetic recyclable credit card concept — APPLICATION / REWARDSECO-FRIENDLY ACTIONS EARN POINTS

Zoetic macro T-shirt series — APPLICATION / APPARELMACRO T-SHIRT SERIES

Zoetic rainforest advertorial spread — APPLICATION / EDITORIALTHE LONG-FORM STORY

CAMPAIGN IN MOTION

The campaign moves from the street to the screen.

Website and app touchpoints connect all seven phases. The original animated billboard studies make time part of the message, while augmented reality brings rainforest animals into the city and asks the viewer to help rescue them.

Zoetic website across devices — DIGITAL / WEBSITEWHY IS THE RAINFOREST SO SPECIAL?

Zoetic mobile application screens — DIGITAL / APPLEARN, REVEAL, AND PARTICIPATE

Zoetic augmented reality bus-stop experience — PHASE 05 / ARBRING THE RAINFOREST TO THE URBAN JUNGLE

PHASE 04 / TIME-LAPSEEXTINCTION SHOWN AS TIME UNFOLDING

OUTDOOR / GUERRILLATHE ANIMAL EMERGES FROM THE FOREST

EDUCATE

Species facts, riddles, and editorial content explain why the rainforest matters.

PARTICIPATE

Bike-share miles, reward points, and digital actions give the audience a clear way in.

CONFRONT

Time-Lapse reveals what disappears if behavior does not change.

RESCUE

AR turns the city into an active search for rainforest animals in need.

LIVE EXPERIENCEVIEW ORIGINAL PROJECT ↗

07B

ILLUSTRATIVE EXTENSIONS

The system,
out in the world.

These concept visualizations translate the existing apparel, mobility, and augmented-reality ideas into credible real-life contexts. They are shown separately from the original project work.

Illustrative Zoetic rainforest-awareness event activation — CONCEPT VISUALIZATION / EVENTRAINFOREST AWARENESS, EXPERIENCED TOGETHER

Illustrative real-life Zoetic macro T-shirt mockup — CONCEPT VISUALIZATION / APPARELTHE MACRO SERIES, WORN IN CONTEXT

Illustrative real-life Zoetic bike-share mockup — CONCEPT VISUALIZATION / MOBILITYMILES BECOME SUPPORT FOR A SPECIES

THE RESULT

A system with gravity.

Zoetic connects its hourglass mark, seven-part narrative, public media, mobility concept, reward tools, and digital experiences around one goal: move the audience from concern toward participation.

VIEW ORIGINAL PROJECT ↗