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Project Manager
Agnès Simon -
Design director
Martí Ferré -
Graphic design
Martí Ferré
Ana Isabel Teixeira -
Development
Ana Isabel Teixeira
Transform and be transformed
Currently based in the valley of Mediona, the Gens association focuses on developing alternative proposals in response to current ecological, social and economic challenges. The association's ever-evolving nature means these proposals can take many different shapes, whether that is as workshops, volunteer programs or cultural events. Through their new identity, we aimed to reflect Gens' ability to transform itself in an effort to transform the context surrounding it.
Like Gens, we turned to nature for inspiration. Water was a key reference when developing the logo as it embodies this very concept of transformation. It flows into the earth's crevices and forms rivers which, through time, sprawl into the soil and carve valleys of their own. In doing so, the water enriches the soil and supports wildlife. While simultaneously adapting and being adapted to, it triggers positive change. In an effort to better embody this invaluable resource, we developed a generative logo-creating tool that breathes life into a liquid, mutant typographic body.
Project Manager
Agnès Simon
Design director
Martí Ferré
Graphic design
Martí Ferré
Ana Isabel Teixeira
Development
Ana Isabel Teixeira
Ever-changing
A fundamental step into sustainable living is being mindful of territory. This tool is directly connected to weather data in Mediona, where Gens has recently set their base of operations. It changes according to humidity, cloudiness, wind speed, temperature and rainfall. Because of this, the result is in constant transformation.
Easy to use
With Gens' team in mind, we produced an accessible UI that allows them to download the logo's current state at any moment. It allows the manipulation of the particle system drawing the letters through sliders and displays a text-writing feature that allows for different uses beyond the logo.
Speaking nature's language
Through generative text, the tool we developed provides infinite uses that the members of Gens may access at any time. By simply typing the text directly into a field, the team can come up with a variety of graphic results for any of their messages.
Made to adapt
The generative text unfolds into the association's identity, incorporating animation when possible. It interacts with text and image, serving either as a main feature or as a background element according to each application's needs. Because of how diverse Gens' initiatives are, we prepared different use cases of this identity that differ not only in format, but in also in tone.
