Movement Hub
Client
Redi School of Digital Integration
Year
2022
Scope of Work
Art Direction - Poster Design
Location
Berlin - Deutschland
Description:
Movement Hub is a platform dedicated to strengthening social movements that work towards sustainability and a climate-just future. The project supports groups and initiatives that educate and engage the public on ways to address the causes and effects of the climate crisis, striving for a social-ecological system change.
The Challenge
The client’s idea for this project was to have the company’s social-ecological concept reflected in its brand identity, while at the same time avoiding the commonplaces usually associated with the climate movement, such as using green as the main colour or resorting to simplified planet earth related imagery and concepts.
The Strategy
Starting from the semantic definition of the word “Hub”, that is the idea of a centre or core, and taking inspiration from the different metaphors that can derive from this concept, research was made of core structures and biomorphic patterns occurring in nature. Being sustainability a topic so relevant in our days, but often represented in a superficial manner, the idea was to avoid this type of approach and instead return to the primitive shapes found in nature and make them present in the identity of the brand. Regarding the colour scheme, it was chosen to work with light blue, a cold colour that evokes a feeling of clearness and transparency, in allusion to the company’s values.
