Amaparque: Creating a Brand to Connect Local Communities with Nature
Creating a brand for Amaparque, the largest biodiversity and recovery project for urban wetlands in the Amazon, connecting local communities with nature.
https://www.designbridge.com/work/ama...
Amaparque is the largest biodiversity and recovery project for urban wetlands in the Amazon. The “ressacas” – a local term used to describe the extensive wetlands of Amapá – are vital for the world’s ecosystem, considered cradles of diversity. They absorb and filter water, reduce pollution and improve the quality of the climate.
Amaparque’s purpose is to reconcile the needs of the local population with the process of reversing the environmental degradation of the ressacas. The goal is to provide solutions for the ecological rehabilitation of degraded areas, improve urban mobility and reduce unhealthy conditions in and around the wetlands.
This important socio-environmental, urban project led by the Government of the State of Amapá, Brazil, will improve life for the region's inhabitants and highlight Amapá as a sustainable tourism destination. Resulting in the largest urban conservation area in the world, 20 times larger than New York’s Central Park.
To highlight Amaparque’s vital role to the world, our São Paulo team partnered with Phytorestore Brazil, a bioscience pioneer that uses cutting-edge technology to reduce the toxic effects of pollutants in nature, to create a brand and identity for Amaparque – one that take us back to the source: water.
Water flows through various aspects of life for the people of Amapá. There is life on water, and from water. It flows under local houses, it feeds the flora and fauna. It holds a world of possibilities and transformation for the people of Amapá.
We traced back to the sinuous lines and ripple effects that are formed naturally in water to shape the brand visual language – one that's dynamic and alive, just like the Amazon’s natural ecosystem.
The identity marque is inspired by local nature and culture, an artistic expression of the shape of the native buriti tree’s leaves, and the waters that surround and support the people of Amapá. Mapping the veins of the lily leaf, we discovered the word “Ama”, which means ‘love’ in Portuguese. This formed the foundation for the marque – a strong and unique symbol, with love at its heart.
The first manifestation of the brand identity was during the public consultation of Amaparque, to inspire local communities who set the vision for the project. The colours, the material choices, the graphic elements and imagery are all tied to the people and landscape. The printed materials, such as textiles, were produced with natural inks as used by the native people, such as urucum seeds for red and mix of leaves for green. The identity was also designed to be seamlessly integrated to the architecture of the park facilities and nature.
Launched at the United Nations COP27, the brand identity for Amaparque has helped to inspire passion for the project, providing well-being to communities, generating job opportunities, improving health and safety and attracting tourism to the region.
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