Inhotim: INHOTIM ESCOLA IDENTITY

Credits & Description:

Advertiser: INSTITUTO INHOTIM
Agency: HARDY DESIGN
Category: Charities & Not For Profit
Executive Director: Cynthia Massote (Hardy Design)
Designer: Débora Cruz (Hardy Design)
Creative Director: Mariana Hardy (Hardy Design)
Designer: Renata Polastri (Hardy Design)
Designer: Guilherme Athayde (Hardy Design)
Project Manager: Marcela Dantés (Hardy Design)

Outcome
For Inhotim Escola's launch we created a complete campaign to its opening event, using most of the brand's potential. With multiple usage possibilities and consequences, Inhotim Escola starts its activities with a poweful and unique identity. In 24 hours, the subscriptions for the launching seminar were sold out, and the conclusion soirée had four entire hours of crowded audience.

Implementation
We defined three key concepts: elasticity, since Inhotim expands in a dynamic, flexible form. Resilience, what provokes tension and releases creative energy without breaking apart. And magnetism, as a new pole of ideas, creating a magnetic field linking the museum and the program. This originated the notion of 'tension and attraction’ - Inhotim tenses up and expands, transforms itself in an intangible way, but still concrete. The attraction maintains the cohesion and direction of the movement. The final design is a multiple, versatile and adaptable brand, with three possible lengths and color versions, that opens themselves in a broad graphic behavior.

Client Brief Or Objective
Inhotim Escola ("School") is a new public program from Inhotim contemporary art museum focused on open education. As far as it is a brand extension, the client wanted an identity referred to the mother institution, reflecting its main objective of achieving new spaces and audiences through knowledge in art and environment. As a result, the graphic language should be able to exploring the range and pioneering of the project, connecting these values with the reality of the museum: an ambitious institution in constant transformation. Further, it was also important to make clear other program features: innovation, dynamism, movement and convergence.

Brief Explanation
Our main challenges were to create a new storytelling from the project's values and characteristics, link them to Inhotim's significant, smart and fluid identity, and still be relevant with a personality of its own. The program needed to be represented in an attractive, interesting and sophisticated way, building its own approach to translate the concepts that guide Inhotim Escola's actions.