AVON CULTURE OF LIFE AWARD by CRAMA DESIGN ESTRATEGICO for Avon

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AVON CULTURE OF LIFE AWARD

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Industry Cosmetics & beauty products
Media Design & Branding
Market Brazil
Agency CRAMA DESIGN ESTRATEGICO
Creative Director Ricardo Leite
Released February 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: AVON
Product/Service: COSMETICS
Agency: CRAMA DESIGN ESTRATEGICO
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: CRAMA DESIGN ESTRATEGICO, Rio de Janeiro, BRAZIL
Entry URL: http://www.avonculturadevida.com.br
Creative Director: Ricardo Leite (Crama)
Planning anda Client Services Director: Theiza Conte Paiva (Crama)
Planning anda Client Services Manager: Luciara Rocha (Crama)
Strategic Creative Coordinator: Simone Lagares (Crama)
Strategic Creative Coordinator: Paula Damazio (Crama)
Media placement: Logo - Brazil - 01 March 2009
Media placement: Stationery - Brazil - 01 March 2009
Media placement: Hotsite - Brazil - 01 March 2009
Media placement: Folder - Brazil - 01 March 2009

Describe the challenges and key objectives
Develop logo and identity that represent creativity dynamics, the wide coverage of the award and the continuous flow of initiatives that can change the Brazilian social reality. The Avon Culture of Life Award’s logo and identity should speak directly to the cultural universe of the third sector, and reach the large network of Avon independent sales force – who would be the main promoters of the project. It was mandatory to associate the award’s logo to the world of women and beauty, important features of the company’s universe.

Describe the brief from the client
Development of logo, tagline and visual identity for the Avon Culture of Life Award, an initiative by Avon (one of the world’s largest direct sales companies). The award recognizes multiple Brazilian artistic works, supporting projects focused on economical cooperation, sustainable human development, peace and an even more extensive social involvement. More than awarding different cultural works, the concept is to continuously support the flow of ideas that can improve the social scenario, generate local impact, prompt mobilisation, reinforces community initiatives and the exchange of knowledge.

Describe how you arrived at the final design
We translated UNESCO’s three universal pillars (Coinspiration, Cooperation and Coexistence; that guide all Avon initiatives) into a dynamic graphic concept, representing several possibilities of action and an endless generation of life. Starting with the feminine element water, essential to life, and the beautiful colors of its biodiversity, we built three distinct shapes, synthesising the award’s logo. Those shapes expand into an even smoother visual identity, replicating as microorganisms that reshape themselves and generate life through a cycle of infinite possibilities.

Give some indication of how successful the outcome was in the market
There were 682 entries for the Avon Culture of Life Award. The projects were reviewed and only 11 were selected and awarded. All projects selected at the first edition of the award prompted social changes and were committed to economical cooperation, sustainable human development, peace and an even more extensive social involvement. This award was and will continue to be a major contribution to the Brazilian culture, since it allowed many important projects to happen, generating new jobs and changing the lives of those involved.