MEET THE RAINFOREST
Phase one introduces animals that are vital to the ecosystem through concise facts and their vulnerable or endangered status.
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
WHERE I STARTED
Make the rainforest feel close.
Zoetic began with people who care about the environment but do not always know where to start. I used animal imagery to make the subject immediate, then built the Z into an hourglass. The mark gives the campaign a sense of time running short. Each later phase needs to give that attention somewhere useful to go.
THE CHOICE
“Turn back the hands of time.”
WORKING THROUGH IT
Move from concern to a clear action.
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 makes time visible. Animated shutters show disappearance, while AR lets people encounter possible futures.
THE IDENTITY
A world without them is a world without us.
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.
A world without them is a world without us.
MONTSERRAT BOLDHEADLINES / ACTION
MONTSERRAT REGULAREDUCATION / DIGITAL
DEEP CANOPY#032936PRIMARY FIELD
RAINFOREST#244C50PHOTOGRAPHIC TONE
MIST#C4DDDAINFORMATION
LIVING GREEN#83AAA7ACTION
THE VISUAL LANGUAGE
Seven phases. One progression.
The seven phases ask different things of the audience. The early posters introduce species. Later riddles and digital encounters invite a response, while editorial pages leave room to explain the subject in more detail.
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.
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.
PHASE 04 / TIME-LAPSEEXTINCTION SHOWN AS TIME UNFOLDING
OUTDOOR / GUERRILLATHE ANIMAL EMERGES FROM THE FOREST
EDUCATE
Species facts and riddles introduce the rainforest. Editorial stories explain its importance.
PARTICIPATE
Bike-share miles and reward points offer ways to participate. Digital actions let people join through the app.
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.
ILLUSTRATIVE EXTENSIONS
The system,
out in the world.
These concepts show the apparel and mobility ideas in physical settings, with augmented reality demonstrating the digital extension. They appear separately from the original work.
WHERE THE CONCEPT STANDS
A campaign with a next step.
The identity connects the campaign’s different phases, including the proposed mobility and reward ideas. Each is intended to move someone closer to participation. The concept shows those routes without claiming that its environmental outcomes have already happened.
VIEW ORIGINAL PROJECT ↗