Asopasquillita
branding + strategy campaign
skills
Branding • Copywriting • Teamwork • Multimedia Edition • Time management
Adobe Photoshop • Illustrator • Indesign
challenge
Asopasquillita, a non-profit organization in the rural area of Bogotá's Pasquillita village, boasts over 20 years of experience in community educational work. They strive to instill territorial belonging and environmental awareness among children and youth through sustainable projects in recycling, waste recovery and classification, self-cultivation, and organic farming. Their visual communication has been largely reactive, addressing immediate needs over time. This publicly funded project aimed to prioritize these needs and deliver effective solutions tailored to the organization’s context, supporting its growth and outreach while preserving the historical memory of the community’s efforts.
overview
approach
We proposed collaborating closely with association members to enhance their brand positioning through a redesign. By building on existing elements, we aimed to improve the brand's reproducibility, readability, and memorability. With this goal in mind, we created a timeline summarizing the association's key milestones and developed informative promotional materials, prioritizing the association’s most frequently used communication channels.
Imagotype
The identifier draws inspiration from the “Arima Madurai” typeface, selected for its organic characteristics and dynamic finishes. We refined the letterforms to a more geometric style to convey warmth and approachability. To position the brand within its market, we incorporated a symbol that reflects its territorial connection.
Brand identity
The corporate typefaces were chosen to reflect the brand's values, emphasizing friendliness and approachability for a primarily family and child-oriented audience, while prioritizing readability and versatility. The color palette leans towards warm tones to evoke feelings of joy, trust, and enthusiasm. Additionally, a mascot inspired by the association’s history has been included to further enrich the brand's identity.
Visibility: Sustainable Print Solutions
To equip the association with tools to enhance brand visibility, we prioritized the most frequent customer touchpoints, identifying events and products as prime opportunities for memorability. Business cards were designed to include seed packets from the community's work, and flyers were created with information on recycled materials and relevant details to encourage contributions to the project. Additionally, the timeline was produced in a printed format, serving both to preserve the community’s history at its physical location and to highlight their efforts at events. Furthermore, recycled paper packaging was provided for organic foods produced in collaboration with the children and families of Pasquillita, accompanied by a stamp featuring pertinent information and branding.
