New projects that have trickled into EcoServe has given me some much needed clarity on the branding process. My understanding of the process has strengthened over the identity iterations i have been making; each bringing in a new facet to be considered.
The latest project entails setting up an ecovillage in Andhra Pradesh. This has cleared some long standing dilemma in my head about 3 things:
Who are we talking to?
Why should they care?
How will they know about it ? (which answers the language issue too)
Depending on the project requirement, Ecoserve will be interacting with Individuals, Corporates, Govt. Bodies, Educational institutions, Community bodies ( Gram Panchayats),NGOs etc.
Another project in the pipeline is in Andhra Pradesh, setting up an eco village. One project is situated in Maharashtra, hence to have the communication or the logo in more than one language is not something the company wants to get into right now.
I will try to adapt the chosen identity to Devnagari script as the company is registered in Maharashtra, but that is as far as the bi lingual communication goes. and i don't have a say in it !
COMMUNICATION AND NEEDS:
Now whether the communication is to or from us, I see it fulfilling one of the 3 needs from Maslows Hierarchy of needs.
The most Basic Physiological and Safety needs e.g.: the Tadoba Andhari project sees the solution benefitting threatened tribals and endangered tigers.
On another level, it can also speak to the self actualization need in people/collectives where he/she/they want to look beyond their immediate problems and needs and take into consideration their environmental factors and want to realize their full potential through contribution to society/nature.
People at this cadre may or may not face environmental issues at their immediate Safety or physiological level but have the foresight that if not dealt with will eventually become just that! Hence they can choose to give it the priority of a basic safety need but with the midst and approach of self actualization where the means just do not take into consideration the persons well being but that of others around him/ her too.
TONE OF THE BRAND:
Given the consistent degeneration of our environment, the issue of restoration needs alarming attention, but often Red BOLD Stern warning signs drive people away rather than set them on to action. Hence, the tone of the communication should be encouraging of participation. A sense of community effort needs to be established as opposed to singling individual/ groups out to put in effort. It has to be open to suggestion and expansion as the core of the company lies in combining its expertise with those of others.
0 comments:
Post a Comment