The identity for new environmentally-focused agency AKQA Bloom “lets nature do the job”

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The identity for new environmentally-focused agency AKQA Bloom “lets nature do the job”


For this first iteration of the identity, Zampa & Zaro enlisted the help of Brazilian illustrator Mario Niveo to create “intricately elaborate” drawings and a handmade blooming typography that is based on photographs of flora, scans of leaves, texture analysis, and studies of botanical books. “The reason we chose him wasn’t only because we knew his work and what he could do,” explains the duo, “but also because he is deeply involved and connected with nature. For the past three years, he has lived in the Brazilian countryside, surrounded by forests. So we gave him directions on what we needed, but we also gave him creative freedom to let his vision come to life.”

Elsewhere, the identity incorporates a collection of video art by renowned Japanese botanical sculptor Azuma Makoto, which includes a time-lapse film featuring the piece Une barque sur l’océan from Maurice Ravel, performed by Vienna’s Philharmonic Orchestra pianist Barbara Garcia. These videos explore the life-cycle of flowers and the concept of botanical sculpture – the latter of which forms the central aspect of Makoto’s practice. “His studio is a laboratory where light, humidity, temperature and even the careful selection and exacting volume of the music are optimised with a single intent – looking after the well-being of the flowers.”

Reflecting on the identity, Zampa & Zaro say “‘Bloom’ is a word loaded with infinite visual possibilities that can be applied to people, the environment, or business, and to bring these visuals to life we decided that the right thing to do was to step aside and let nature do the job.” The pair go on: “Our first client is Earth and we are absolutely committed to doing the best work for this precious, miraculous planet… We believe that the days when advertising only existed to sell something are long behind us, and it’s time for us to use our platform to go beyond products and services and promote real and meaningful impact.”





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