Multilateral Fund
Meeting of the Executive Committee
CONTEXT
The Multilateral Fund for the Implementation of the Montreal Protocol (MLF) required a unique event identity for their bi-annual ExCom meetings over the next three years that was distinct from their brand guidelines. The brief was to explore new approaches to ozone in a fresh, impactful, and visionary way, showcasing the MLF’s efficiency and success in helping the people, flora and fauna that benefit from the Ozone layer being repaired.
Agency: 400 Communications
OUTCOMES
Concept presentation
CONTRIBUTION
Visual identity
Concept development
Asset design
CONCEPT 1: THE EARTH’S INVISIBLE SHEILD
This route draws inspiration from the distinct geometric forms of the ozone molecule and the official Montreal logo, representing the ozone gas that must be safeguarded and the city where the landmark Montreal Protocol was signed.
By highlighting the interconnected relationships between nature, science, and humanity, this concept pays tribute to the collaborative spirit of the Montreal Protocol.
CONCEPT 2: PROTECTING LIFE ON EARTH
Using photography, this route juxtaposes human activities made possible by the ozone layer with the natural environment it protects, highlighting the critical role of the ozone layer, the Montreal Protocol, and the MLF in preserving this balance.
Examples for the presentation included the increase of crop yield for rice farmers in Asia, reducing cataracts in the elderly in urban areas of the United States, reducing skin cancer in Australasia and improving air quality in South America.
