Inhotim Design & Branding SILHOUETTES by Filadelfia Belo Horizonte

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Industry Museums & Libraries
Media Design & Branding
Market Brazil
Agency Filadelfia Belo Horizonte
Creative Director Dan Zecchinelli
Art Director Rivadavia Coura
Copywriter Deborah Vasques
Released September 2011

Credits & Description

Category: Posters
Advertiser: INHOTIM
Copywriter: Deborah Vasques (Filadelfia)
Art Director: Rivadavia Coura (Filadelfia)
Art Director/Head Of Art: Rafael Gil (Filadelfia)
Creative Director: Dan Zecchinelli (Filadelfia)
Account Manager: Brunna Lopes (Filadelfia)
Account Executive: Luiza Abdo (Filadelfia)
Media placement: Poster - Museum Lobby And Restaurants - 19 September 2011 / 1 Week

Describe the brief from the client
Despite its relevant work on environmental issues, Inhotim is best known as the world’s largest contemporary art museum in open air, located in a botanical garden, in an area of 97 ha (240 acres), with both fauna and flora protected species. Our objective was to use the Arbor Day to raise awareness of Inhotim’s environmental role among its visitors.

Describe the challenges and key objectives
The challenge was to create a series of posters that would draw attention and be synthetic, in opposition to an excess of visual elements, which wouldn't match the museum's clean architecture.

Describe how you arrived at the final design
We used silhouettes of endangered species to present the concept that when you kill a tree, it never dies alone. We also used an outline of a tree section, as if it were a target, creating a double-meaning image. To emphasise the message, we used a soft colour as a background.

Give some indication of how successful the outcome was in the market
The posters increased the awareness of the Arbor Day among museum visitors, spreading an environmental message endorsed by Inhotim. This way, we helped position the institution’s environmental engagement.