Branding for cultural change towards regeneration
How might we promote cultural change towards a circular economy, by means of a brand?
Beatriz Quintana comes from the world of Fine Arts, but her experience has led her to dedicate herself to business. And, specifically, to circular and sustainable business. This is how she created her own consulting brand, Cultura Circular. However, this sustainability consultancy does not have a conventional approach.
The transition to a New Economy, regenerative and with a positive impact, is not just a technical issue or a question of figures. It is a cultural issue. The Circular Culture consultancy is very clear about this. Its purpose is to accompany companies and institutions in the transition to a Circular Economy, involving various actors, from internal transformation.
New narratives for new ways of consulting
In the case of Circular Culture, the starting point is the concept that, in order to make a sustainable transformation outwardly, an internal transformation is necessary. That is, a transformation of the company’s culture and practices.
This idea of the need for internal transformation to produce a change in the world appears in post-modern narratives (which respond to the crisis of modernity).
This is discussed by Esther Marín Ramos in her book ‘La (re)evolución social a través del cine’ (Social (re)evolution through cinema). To develop the narrative of Circular Culture we have been inspired by this idea, which is represented in feature films such as Avatar or Interstellar. In these stories, the characters achieve an impact on the world only through their internal transformation: therefore, we see how the characters evolve and show their vulnerability. The mystical and magical component, which previous cinema (representative of modernity) had banished, is also recovered. In the same way, with the Circular Culture brand we recover a certain magic that traditional consulting does not have.
Cultura Circular is a brand that accompanies the internal transformation of organizations, to move towards new, more sustainable and prosperous models. And it does so with a touch of magic and gamification. It is no coincidence that Beatriz is our collaborator in the creation of the Escape Room Vórtice Circular.
The personality of an unconventional sustainability consultant
When defining the personality of the Circular Culture brand, based on its internal values and the study of its context, we have found the need to make an exercise of opposites:
- Magic and mysticism, versus the clarity required in consulting.
- Wild and natural, versus elegant and corporate.
Cultura Circular represents a culture that is plural and shared, dynamic and in continuous movement, that changes from the magic of the everyday. It is a brand that defends freedom and creativity, with the energy and courage to embark on the road to unknown destinations. But maintaining in all of this the elegance necessary in a consulting firm.
The visual language of cultural transformation towards sustainability
All the previous work is translated into a visual system for the brand: visual elements, shapes, typography and color palette.
The geometric shapes that give life to the brand reflect the dynamism and plurality of the shared culture, while providing the solidity required by a consulting service. On the other hand, the Outfit typeface has been modified and adapted to the brand in its visual applications along with the symbol. This sans serif typeface brings modernity and security. Its rounded letters but finished in right angles maintain the essence of the rest of the graphic elements.
The color palette includes blue tones that provide the confidence and security that circular consulting requires for organizations. The purple tones communicate the mystery and magic behind the transition to a new system; and the orange tones offer the light, energy and courage needed for this transition. Overall, we have sought to maintain the luminosity of a brand that lights the way in the uncertainty of the circular transition.
Brands continue to evolve, and Cultura Circular is no exception. Therefore, from this starting point, this committed brand is constantly changing.