Project Resound Colombia
A happy and healthy community is not a fairytale. All you need is a seed.
— NADIA Shabazz
My Role
Project Director
Project Duration
One Week
The Problem
The Project Resound team was excited to go to beautiful Colombia, the South American nation that has higher levels of biodiversity per square kilometer than any other country on earth. We experienced the historic Spanish architecture of Cartagena and the infectious local exuberance for living life while using our skills to serve the farmers of the formerly war-torn region of Montes de María.
Sustainable farming has allowed the farmers to preserve the Tropical Dry Forest and the local economy and produce more than their basic needs. Our goal was to design a system connecting valuable agricultural products of the dry tropical forest (beans, forest honey, avocado, sesame seeds, eggplant and native tropical fruits) to new, viable markets. Also to promote sustainable agroecological practices through the regional farming cooperative.
Approach
We partnered with the outstanding students and faculty of the La Universidad de los Andes (Uniandes), and our client, Partimonio Natural, a non-profit foundation that strives to conserve the natural areas of Colombia.
Approaching the project in small teams, 27 strategists, service designers, and communications designers immersed ourselves into the community. The client was embedded throughout the process making it fully collaborative and co-creative. Together we conducted and analyzed field research, before creating a branded design system and communications pieces.
It was found that the people had a positive outlook on the future, a pride of heritage, and a desire to use sustainable practices to improve their livelihoods and save the forest. This became the design criteria that drove our enthusiasm for a meaningful solution.
Solution
The result was Saber del Monte (The knowledge of the forest), Saber del Monte involves a diverse network of allies that work together in search of sustainable practices of agricultural production, and its value chain—articulating those that allow it to take care of this unique and endangered ecosystem.
The system serves the interests of organizations representing the natural environment, cultural heritage, farms and farmers, and marketers and buyers. The following was presented to the farmers and allies.
Brand and Mark
Promotional Kits
Authentication and Recognition Materials
Collaboration Labs (workshops)
Commercial POP and Marketing Materials
Result
Patrimono Natural announced the implementation of Saber del Monte shortly after the project was completed. Today it continues to be iterated as it serves the interests of the farmers, marketers and buyers.
The project was presented at the Cumulus Bogota 2019 Conference as a model of how people can work together to prosper, while saving the natural environment and cultural heritage for future generations. It has also been mentioned in the AIGA Eye on Design roundtable “Decolonizing Means many things to Many People” —Four Practitioners Discuss Decolonizing Design.”
