Ideas for Milk Event Identity
Visual identity system developed for the second edition of Ideas for Milk and the event's first rural programming marathon.
Customer
Embrapa Dairy Cattle
Categories
Visual Identity
Tools
Illustrator; Photoshop; InDesign
Year
2017
The challenge was to create an identity capable of connecting tradition, technology, and entrepreneurship in a single event.
Context
Ideas for Milk is an Embrapa Gado de Leite initiative created to bring together researchers, startups, universities, and companies around innovation in the dairy production chain.
In its second edition, the event had already established itself as Brazil's leading initiative for developing new sector technologies, bringing together startup challenges, programming marathons, and research projects in a single collaborative environment.
During my internship at the Organizational Communication Department of Embrapa Gado de Leite, I was responsible for developing the visual identity for the 2017 edition and creating graphic materials that unified the event's communications.
State of the Art
As this was the second Ideas for Milk edition, certain identity elements were already established. The event's visual signatures, the Startup Challenge, and the Vacathon had been defined the previous year, as had the mascot — a charming little cow that became one of the initiative's primary symbols.
My challenge was not to redesign the brand, but to expand this language to create a consistent visual identity, capable of connecting all event communication fronts.
The Visual Identity
The visual identity was built around the concept of connectivity, using a graphic language inspired by networks, connections, and technology to represent collaboration among research, innovation, and agribusiness.
The mascot gained prominence throughout communications, becoming an element of audience connection and reinforcing the event's personality.
Beyond creating isolated pieces, the goal was to develop a visual system capable of functioning consistently across different media, maintaining recognition and unity throughout the participant experience.
Event promotion began well before registration opened. To achieve this, I developed pieces for Facebook and Instagram and collaborated with the IT team in adapting the website interface to the edition's visual identity.
This project marked my first contact with interface design — an experience that, years later, became the starting point for my journey in UX and Product Design.
However, the visual identity needed to function far beyond the digital space.
I developed acomplete communication systemfor the in-person event, including banners, large-format panels, signage, flyers, t-shirts for different audiences, animations for the main screen, and even the trophy awarded to winners.
Beyond producing graphic materials, the goal was to ensure a consistent visual experience across all touchpoints between participants and the event.
