Curridabat Ciudad Dulce Funzjoni Primarja: Marka ta' Post by Fabrizzio Mendez

Curridabat Ciudad Dulce Funzjoni Primarja: Marka ta' Post by Fabrizzio Mendez is a highly esteemed winner of the very prestigious 2021 Premju A' Design Award tal-Fidda in Disinn tal-Grafika, Illustrazzjoni u Komunikazzjoni Viżwali Competition Category.

FiddaGrafika· 2021

Curridabat Ciudad Dulce Funzjoni Primarja: Marka ta' Post

by Fabrizzio Mendez

Client: Kerigma

Premju A' Design Award tal-Fidda Winner in Grafika Category

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Colors

The Design

About Curridabat Ciudad Dulce Funzjoni Primarja: Marka ta' Post

Curridabat Ciudad Dulce huwa programm ta' marka ta' post maħluq għal belt fil-Costa Rica. Il-marka tappoġġja l-viżjoni ta' Ciudad Dulce, jew Belt Ħelwa, li tippromwovi esperjenza pożittiva għaċ-ċittadini kollha billi tieħu ispirazzjoni min-natura. Is-sistema viżiva hija mibnija minn forom, disinji u strutturi ripetuti li jinstabu fl-ambjent naturali, bid-disinji eżagonali li jfakkru fl-imħażen tan-naħal bħala l-element ewlieni. L-identità flessibbli tiġi applikata għal materjali stampati u diġitali, bini, sinjali barranin u għamara pubblika, biex udjenzi diversi jkunu jistgħu jagħrfu l-belt faċilment.

The Recognition

About the Premju A' Design Award tal-Fidda

Curridabat Ciudad Dulce Funzjoni Primarja: Marka ta' Post huwa rebbieħ tal-Premju A' Design Award tal-Fidda, rikonoxximent prestiġjuż straordinarjament mogħti lil disinji tal-ogħla livell, sbieħ u impressjonanti. Ir-rebbieħa tal-Fidda huma xogħlijiet brillanti ħafna u kreattivi ħafna li juru l-għarfien espert, it-talent u l-aċċuratezza tad-disinjaturi tagħhom. Huwa mistenni li Curridabat Ciudad Dulce Funzjoni Primarja: Marka ta' Post ikun xogħol mill-isbaħ, eżemplari, professjonali ħafna u innovattiv bil-fond. Dan id-disinn rebbieħ tal-Fidda huwa invenzjoni notevoli u mammirata li tikkontribwixxi biex jitwessgħu l-fruntieri tal-arti, ix-xjenza, id-disinn u t-teknoloġija. Curridabat Ciudad Dulce Funzjoni Primarja: Marka ta' Post huwa ħolqien li ħafna jinvidjawh, li jqajjem ix-xewqat, iġib sentimenti pożittivi u joħloq tgħaġġib u mistagħġib.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Just as nature uses principles to function, develop and organiztion, a city can also use these principles to create community and develop. With this idea in mind, we chose aspects of harmony, organization, and logic that can be found in nature; such as fractal geometry, symmetry, spirals, stripes, fractures, etc. In the end, we chose the patterns of nature which show a coherent and organized growth. This reflects the methodology of Curridabat Ciudad Dulce. We also decided that the brand should be flexible so that it can express the diversity of the city's audiences and activities.
Dimensions & Packaging: The use of circumscribed hexagon-shaped patterns of nature (as in beehives) is the axis on which the visual system is supported, which will facilitate the identification and differentiation of the brand in all graphic materials with which audiences interact.
Tags: Curridabat, Ciudad Dulce, Branding, Costa Rica, Place Brand, Kerigma Branding, Flexible Brands, City Brand
Production Technology: Once the essence of the brand is defined– which serves as the basis of the project – a divergent creative exercise is made to capture relevant ideas and visuals, which will then be tested and filtered in another convergent exercise, from which 3 different creative paths that work are defined. Finally, the most suitable one is chosen to meet the objectives of the brand. The Adobe Creative Cloud design tools were used for final realization.
Design Challenge: The challenge was to build a visual system that reflects a city that cares about the well-being of its inhabitants, not only humans, but also non-humans, such as pollinators (bees, butterflies and hummingbirds), as well as plants and trees, along with all other organisms, which are recognized as citizens. This new identity should reflect that the vision of development is inspired by nature, with a balance between the rational-scientific and the emotional-holistic elements. In addition, it had to be flexible enough to support the diversity of programs, projects and activities that different audiences interact with.
Research: Several in-depth interviews were conducted with key people in the local government. We review various demographic studies of the city, as well as documentation explaining the vision of Ciudad Dulce. We carried out an audit of the graphic materials and communicative efforts that had been used; also, we analyzed aspects of the city and its people, among other things. All this to fully understand the essence of the brand. The objective was to define a brand that adequately reflected the innovative vision that the city had been successfully implementing for several years. This defined the essence of the brand, the differentiating attributes, the values, the archetype of personality of the brand and its main purpose. From here, the design of the logo and the rest of the visual system continued.
Inspiration: Ciudad Dulce (Sweet City) is a methodology based on nature; its purpose is to promote a positive experience for all citizens, by seeking inspiration in nature. Thus, it is from that inspiration that this flexible brand arises; it is built from shapes in repetition, patterns, organization, and structures present in the natural environment. These can be found in something on a large scale, such as city topography, or something as small as the veins in a leaf or a fingerprint.
Project Duration: This project was developed in the city of Curridabat, in Costa Rica. It started in July 2018 and ended in April 2019. Since then, it has worked together with the local government of Curridabat to expand other derivative projects and to accompany them in the process of brand implementation.
Operation Flow: The vision of development in Curridabat Ciudad Dulce is part of the creative and generative logic of nature. This logic is reflected in everything the brand does to reach the diversity of the citizens. The hexagon patterns visible on all physical and digital graphic materials, outdoors, buildings, public furniture and more, make it easy for audiences to live the universe of the brand.
Team Members: Fabrizzio Mendez
Yesenia Salazar
Carolina Carrillo
Jeisson Sibaja
Gabriel Jimenez
Beatriz Aguilar
Image Credits: All photographs by Fabrizzio Mendez