Blue Heart - Logo
UQ’s latest collaboration with Patagonia is live. The Blue Heart of Europe is a region in the Balkans known for its rich history and diverse ecology. Thousands of hydropower projects are planned to be built, threatening the last wild rivers in Europe and local communities.
We created a custom Blue Heart word-mark, which set the tone for the film’s release and unified the campaign collateral. To start, we set the mark in Futura Passata: a woodcut version of Futura that combines bold, geometric letterforms with a distressed woodcut texture. This reinforced the destructive nature of hydropower dams as a whole and strengthened the grassroots aesthetic we were developing. We drew inspiration from local artist, Luka Tomac, and submerged the wordmark to create a deeper relationship between the film and the mark. We created a series of images through the ripples of the water, bringing texture, movement and life to the final result.
