Strategy · UNDP and the Ministry of the Environment
Floresta+ Amazônia: brand and communication for a PES project
Brand, communication plan, eight videos, spots, infographics and website for the UNDP and Ministry of the Environment project that pays for environmental services in the Amazon.
- Client
- UNDP and the Ministry of the Environment
- Year
- 2021
- Territory
- Legal Amazon
- Format
- Assessment, visual identity, communication plan, pieces, videos, spots and website
- Funding
- Green Climate Fund
The challenge
Floresta+ Amazônia was created to build a market for payment for environmental services (PES) in the Legal Amazon, with more than BRL 500 million from the Green Climate Fund. The project has four modalities, Conservation, Communities, Recovery and Innovation, and very different audiences: from small farmers and traditional communities to public officials, entrepreneurs and REDD+ specialists. Everything had to start from scratch, with brand, messages and materials, and a technical mechanism had to be explained simply.
What we did
What we delivered
- Communication assessment
- Logo and visual identity guidelines
- Brochure, banner, event cards and two infographics
- Eight videos, long and short
- Radio spots
- Communication plan in four pillars
- Website layout
We started with a communication assessment and a core strategy session with the UNDP and Ministry of the Environment teams to define the brand concepts. We developed the visual identity, with a single palette for the program and supporting colors for each modality, and the brand guidelines.
We produced a brochure, banner, event cards and two infographics, scripted and animated eight videos, recorded radio spots and designed the website.
Finally, we delivered the communication plan for the following years, organized into four pillars: Recognizing those who do the work, Together for Floresta+ Amazônia, End to end, and Green Growth.
Outcome
The project gained its own brand and a complete launch kit, with materials adapted to each audience, from short videos for social media and messaging groups to spots for local radio.
