For his final paper Laurin Soares chose a highly topical environmental subject: the national park “Mata Atlantica”, located close to São Paulo in Brazil. For this extraordinary nature project he developed a complete corporate identity (CI), corporate design (CD) plus an advertising campaign. Primary object throughout the origination process was always nature itself. Hence the general design was based on the distinctive colors, forms and wildlife of the national park.

Another goal for Laurin Soares was to integrate the South American art and culture into his campaign – the native Brazilian people are using abstract forms for their art works since many centuries. He focused on this historical fact and came up with the idea to place geometric shapes over the given chaos of the wild jungle. The result: a unique design with balanced tension and contrast.

  • Discipline: Brand, Digital, Motion, Strategy