Vernacular Design for Ecological Resilience
The Challenge: Protecting the “Andada”
Rare is an international environmental nonprofit empowering communities to protect nature, conserve biodiversity, and fight climate change worldwide. Within their Fish Forever program in Brazil, the challenge was to safeguard the Caranguejo-Uçá (Uçá Crab) during its critical mating season, known as the andada. During this time, a defeso (fishing ban) is strictly enforced across 11 Brazilian states to ensure the species’ survival. The goal was to mobilize the Extractive Reserves (RESEX) traditional communities not through top-down prohibition, but through shared cultural values.
Having previously shaped the visual narrative of Rare’s global annual reports, being commissioned for a project rooted in the RESEX communities felt like a profound homecoming. It provided a unique space to unite the pillars of my creative practice: evocative illustration, popular lettering, and a deep commitment to sustainable communication. This was truly one of those projects that feels like a gift—a chance to translate high-level conservation goals into a vibrant, living language for the people who truly guard the land.
The Concept: Strategy Rooted in Listening
The campaign’s heart was found through community hearing. The slogan, “Deixe o caranguejo-uçá namorar!” (Let the Uçá crab date!), was not a creative “pitch” from an office—it was a catalyst harvested directly from the fishing populations. By using a wording the community uses to explain the andada, we shifted the narrative from a cold environmental mandate to a relatable, local story of continuity. This resonates empathy, framing the community members as the primary hosts and protectors of the crab’s “honeymoon.”
The Craft: The Soul of the “Abridor de Letras”
To ensure the visual identity felt like a natural extension of the landscape, I drew direct inspiration from the Amazonian fishing boats that navigate the Pará coast.
- Popular Lettering: I channeled the “abridores de letras”—traditional artisans who hand-paint boat names. By elevating this vernacular style, we placed traditional culture at the center of the Fish Forever mission, honoring those who are the true front-line guardians of the mangroves.
- Hand-Drawn Authenticity: I merged these traditional typographic influences with vibrant illustrations and a palette that reflected the colorful culture of the RESEX territories.
The Impact: Sustainability through Dignity
The campaign successfully mobilized the RESEX partners, proving that sustainability is inseparable from cultural recognition. By using the visual language of the mangrove, we bypassed the “NGO-speak” and spoke directly to the heart of the territory. This project stands as a testament to the power of design to foster social empowerment and protagonism—protecting a species by strengthening the cultural fabric of those who live alongside it.