Posigraf Printing Company Design & Branding MATA DO URU by Positivo Comunicacao Grafica


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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Brazil
Agency Positivo Comunicacao Grafica
Art Director João Marcelo Leal
Designer Tânia Lopes, Diego Moro
Photographer Zig Koch
Released December 2011

Credits & Description

Category: Books
Advertiser: POSIGRAF
Product/Service: CREATIVE AGENCY
Art Director: João Marcelo Leal (Positivo Comunicação Gráfica)
Photographer: Zig Koch
Research And Texts: Maria Celeste Corrêa
Designer: Diego Moro (Positivo Comunicação Gráfica)
Graphic Producer: Talita Carvalho (Positivo Comunicação Gráfica)
Designer: Tania Lopes (Positivo Comunicação Gráfica)
Review: Ana Paula Mira (Toda Letra)
Master's Degree In Botanical: Marília Borgo
Forester Engineer: Pablo Melo Hoffmann
Agronomist: Antônio Cristiano Cegana
Agronomist: André De Meijer
Biologist: Fábio Fogaça
Biologist: Mitzi Oliveira
Zoologist: Roberto Bóçon
Media placement: "Mata Do URU" Book - Clients, Business Community, Prospects, Non-Profit Organizations, Partners, Advertising Agencys - December 2011

Describe the brief from the client
This project came about to write a book telling the story of Mata do URU, a 131-hectare reserve of araucaria forest located in the city of Lapa, in the state of Paraná. Today in Brazil, there are very few well-preserved forests remaining, and many of these areas belong to people who cannot afford to guarantee their preservation. This book is a way to inspire the business community to join forces with landowners who have been struggling on their own to defend the integrity of our shared natural heritage.
The Positivo Group adopted a pristine forest called Mata do Uru as a way of guaranteeing the financial resources necessary for its preservation.

Describe the challenges and key objectives
The book was created to share the success story of this pioneering project, where the private initiative adopts a native forest. The main challenges were:
- To create an attractive book that is at the same time educational, to show readers the importance of this initiative through photos, history and words.
- To sustainably produce the book using FSC-certified materials, and transform it into printed art while preserving the outstanding quality and finish.
- To raise awareness, and serve as an example, to the business community of Brazil about the importance of investing in conservation, protection and the recovery of natural areas, leading them to understand that such long-term vision is the only way to guarantee the vitality and survival of all economic activity.

Describe how you arrived at the final design
The main design challenge was defining the cover, how to make it as rich and interesting as the story contained in the book. The initial idea for the cover was to evoke images of sustainability. To do this, many different options were tested with images, special finishes, special resources, until we finally arrived at the design of a laser-cut finish made of FSC-certified HDF, glued to the cover that is printed on special paper.

Give some indication of how successful the outcome was in the market
The Avoided Deforestation Program (ADP) portrayed in the book has already inspired the Brazilian business community to adopt more than 17 natural areas, which make up a total area of over 3,000 hectares. It is estimated that with the distribution of this book, this number will increase and lead to the creation of a new law that offers incentives to businesses that invest in the preservation of natural areas. It has been highly praised by the target audience, and has appeared in important media outlets in the area, as cited below.
- Portal Primeira Edição
- Terra da Gente
- Portal Celulose Online
- Portal EPTV
- Portal Pingado
- Portal Terra da Gente
- Notícias Legais
- Portal Bem Paraná
- Portal Ideia Sustentável
- Portal Comunique-se