The Client

Viitor Plus (translated as Future Plus) is an Non Profit Organization working towards sustainability in areas of environmental and social protection. They developed and maintain multiple projects that offer different environmentally and socially conscious solutions. VP is an important player in the Romanian landscape, taking pride in the significant resources invested, solutions implemented and results achieved that speak for their commitment throughout more than 15 years of activity. 

The Brief

The association's identity needed a shake-up using a modern approach that would help boost their awareness among all stakeholders, and help them achieve their objectives. It also needed a cohesive solution, as all the different projects communicated with diverging visual solutions. 

The Challenge 

Because each project is managed by a different team, we had to clarify and reach consensus on what the branding for each should convey so that they all feel like belonging to a visually convergent family. And then execute this in a way that made each of the projects feel unique and well defined for their mission, and yet belong to a greater purpose, taking pride in contributing to a greater ideal. 


01. Logotype, colors and typography

​​​​​​​The Viitor Plus logotype combines an infinity symbol with a wordmark set in upper case letters. The symbol is rotated to include a plus sign, and includes gradients to suggest the dynamic relationship between the anthropic and natural worlds. Overall, the logotype is a reflection of the NGO's mission, to combine social responsibility with sustainable solutions for a better tomorrow. 

02. Logotype in motion

Short animation of the VP logotype, to be used as an outro sequence for video. 

03. General Key Visual

​​​​​​​A general Key Visual detailing the vision and mission of Viitor Plus: blending the natural with the man made in a way that is responsible, sustainable and healthy. Enabling a better future for the next generation, closing both loops into a symbol of growth, connecting the dots of technology and empathy, through direct action and leading by example. ​​​​​​​

04. Program Logotypes

This is a list of the projects logotypes. There is a social enterprise that produces sustainable textile based pieces, one that collects recyclables using nothing but pedal power, a tree planting initiative and a crowd sourced map detailing recycling location all over the country. 


05. Color System 

​​​​​​​The color system is derived from the one first developed for VP, enhanced and diversified as needed, with deep blue kept as a main color across the brands. 


06. Typography

The typographic system keeps Varta as a family used across all brands for body copy, and several other typefaces for wordmark and title use. 

07. Tone of Voice

​​​​​​​We developed a tone of voice guide to help visualize and align the communication. That way it's easy to see that while Viitor Plus communicates with ”trust” as main and ”trendy” as secondary objective, Adoptă un Copac is more ”family” oriented with a ”story” vibe. 

08. Web Presence Synergy

All project homepages share a common footer that details all the other projects and ties everything together. 

09. Program Overview

​​​​​​​​​​​​​​Eco Provocarea (Eco Challenge) is promoting responsible environmental attitudes, educating high schoolers and their teachers. They clean, recycle, reclaim natural habitats and volunteer for a cleaner environment. 

​​​​​​​Each project received a BBS. A Branding Brief Sheet is a one page document describing the most important branding pillars: logo, colors, typography, tone of voice and positioning. 

Recicleta (Recycling Bike) is aiming to reduce the need for new resources by collecting and cleanly transporting recyclable materials. They mostly use cargo bikes to move around and thus reducing the carbon footprint and improving air quality in the city. Homepage here

The Recicleta cargo bikes are what sets them apart and is the core of their activity. We went for a proud and loud branding execution here, using the brand symbol to emphasize the brand's role and attributes. The wheel keeps turning forward, and materials are used and reused. 

Adoptă un Copac (Adopt a Tree) is a project aimed at reforesting and thus reclaiming areas in danger of desertification. Together with a large volunteer movement, local government support and private sponsorship, they have planted 123.000 trees in 2020 alone, and one million trees in total by mid 2023. Website here, FB page here

10. Brand Aligned Communication

To mark the celebration of 15 years since the founding of Viitor Plus, we created a special symbol. It is based on the VP symbol and visual identity. We also developed a Key Visual to help communicate the results VP has had over the years. 

​​​​​​​Infographics: the results of the year for the association's projects

Landing page and Social Media campaign for donations, targeted at companies. DA translates to YES and highlights all the ways VP contributes and that yes it's easy to contribute to Viitor Plus. Live page here

"Anul milioanelor" (the year of millions) is the title of 2022's annual report. It celebrates planting a million trees and recuperating a million kilograms of paper. 

11. Brand Book

VP branding: all rules, examples and communication guidelines are included in a comprehensive 150+ page Visual Identity Guide. 

Thank you. 

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