ICV at 25: visual identity and annual report

ICV (Instituto Centro de Vida) reached its 25th anniversary with a broad presence in Mato Grosso, across four fronts that don't work alone: social businesses with family farmers and traditional peoples, socio-environmental rights, transparency of public data and economic incentives. The team itself considered its communication timid. The request was for a cleaner, more legible brand that wouldn't fall into the Amazon rainforest cliché, since the Cerrado is also ICV territory, and guidelines so detailed that any designer could apply them without error.

We started from a counter-brief built with the Institute's leadership and its strategic plan. The keywords were transparency, dialogue, solutions, participation and Mato Grosso, along with the image of the pinwheel, which ICV uses to show that its fronts turn together. We presented three brand directions, from a refresh of the old brand to a radical change.

With the chosen option, we developed the guidelines and a full package of stationery and templates: business cards with spot varnish, envelopes, letterhead, stickers, email signature, slide template and institutional flyer. That same year, we created the graphic design of the 2018 Activity Report, in Portuguese and English, for print and web.

ICV gained a consistent identity across all its work and a set of tools the team now uses every day. The brand debuted alongside the annual report, taking the Institute's new look to national and international partners.