Advocacies, Social Enterprises, & Non-Profit Archives - Design For Tomorrow

Reseta: Relief, Reimagined

DFTAdmin — Tue, 17 Sep 2024 04:57:34 +0000

What does healing for all look like?

From around the corner to inside the mall, there are thousands of pharmacies and drug stores scattered across the Philippines. Look inside one of them, and it will be easy to play spot-the-difference: where there is a class divide, there is also a quality divide. In the end, sickness doesn’t discriminate. When quality healthcare becomes less accessible, fundamental needs slowly become mere aspirations. What can we do to reverse the equation – to turn this luxury into community empowerment?

This story begins with three beauty queens and longtime friends Dr. KC Halili (2014 Miss Manila), Justine Felizarta (2024 Century Tuna Superbods Grand Winner, 2022 Miss World Philippines) and Angelia Ong (2015 Miss Earth). Over the years, the three found joy in helping out their fellow countrymen whenever calamities struck. Their experiences taught them one thing: Filipinos deserve better. Realizing they could concentrate their volunteerism efforts in one place, they had a eureka! moment. Angelia, KC, and Justine envisioned a community health center where high-quality pharmaceutical products could be complemented by educational wellness programs. With this, they got to work.

The power of great design can uplift and elevate spaces, as well as the communities that inhabit them. With leading franchises taking up the current pharmacy landscape, the team needed to burst through with conviction. We had the power to make Filipinos feel appreciated and dignified. With this, we wholeheartedly took on the task of articulating the queens’ vision, creating a new, inclusive, and yet premium reinterpretation of a healthcare brand identity.

More Than Medicine: Speaking A Common Language

Altogether, Filipinos speak nearly 300 languages across their thousands of islands, and we had to speak in every one of them. Directly translating to “prescription,” reseta is a written direction for prescribing and preparing medicine. In its simplicity and brilliance, it cuts across the regional divide to unite Filipinos in their desire for relief from pain. Initially called Medicorner, we decided to rename the pharmaceutical concept to Reseta, owning the word in their minds. The name directly fulfills what the brand stands for: making premium medicine accessible to the ones who need it the most.

When you turn on your TV or drive past a billboard on the highway, you typically see branded medicines presented as fast relief to ailments. That’s not the case for most Filipinos, for whom the act of getting medicine is more than a quick fix – it is an upliftment from earthly ills. Our strategy thus had to transcend usual healthcare branding, encapsulating the experience of good health and well-being. We found that word in ginhawa, a distinct Filipino word that means “to breathe.” Ginhawa became the cornerstone of Reseta’s brand narrative – a sense of relief both philosophical and physical. This all-encompassing concept would set forth our strategy in motion.

Speaking Truth to Care

Personifying ginhawa, Reseta’s tone of voice is the perfect combination of empathy, compassion, and solution. Its use of empathic and comforting language can be easily applied in copywriting executions and customer interactions – leading to distinguished and dignified healthcare branding.

Community Vibrancy

The big idea behind Reseta’s visual language started with a medicine pill and a heart. These elements, along with the iconic pharmaceutical cross and Rx symbols – set the foundation for a unique brand identity.

Across a vibrant color palette, our visual identity exemplifies and expands upon the spirit of ginhawa by liberating storegoers from the sterile environments of typical pharmacies and drug stores. The result is a lively, welcoming, and uplifting space for all Filipinos. Reseta’s joyfully enticing brand identity can be easily applied across store designs, as well as in online and on-site promotions. This gives more than enough room to play for uniforms, social media, and even neighborhood signage.

Filipinos are in a constant cycle of hurting and healing – it’s in our past and our present. Reseta exists to break this cycle, believing in the power of ginhawa for healing to be a confluence of rest and relief. Thus, it becomes a potent symbol for what a conscious and truly human-centric pharmacy could be. As Reseta opens its first branch in Malolos, Bulacan, Design For Tomorrow sees fulfillment in co-creating a brand that could signal of hope for the community it serves.

You can now visit Reseta’s inaugural branch at San Franciso Building L748, Estrella St. Santo Niño, Malolos, Bulacan. Follow them on Instagram at @reseta.ph and on Facebook. Follow Reseta on Facebook and Instagram!

“If you want to see your vision come alive, there’s no better way to do it than finding a team that will not only show you the way, but embark on the journey with you, ensuring that the end result surpasses expectations—the best version of that vision. Every time we work with Ric and the whole DFT team, there’s a sense of excitement because we know we’re up to something meaningful.”

Justine Felizarta, Angelia Ong, KC Halili

Co-Founders, Reseta Philippines

Client Reseta Industry Retail, Healthcare Discipline Branding, Design, Packaging Location Philippines

Creative & Art Director Ric Gindap Associate Art Director Rashina Tuazon

Brand Identity and Logo Designer Mikaela Torres

Strategy Ma. Julie Therese Amos Copywriter and Tone of Voice ⁨Dave Riel Española⁩

Account Manager Cessmarie Villones

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Laperal Mansion: Designing for a Sharpshooting President

DFTAdmin — Tue, 09 Apr 2024 05:19:13 +0000

Laperal Mansion, a landmark property within Malacañang Palace, the seat of executive power of the Philippine Government, is being given a new life.

The Palace administration is refurbishing the controversial property into elegant suites to host dignitaries, diplomatic contingents, and government guests. In honor of past presidents, the palace’s historical stewards assigned each room to the nation’s top designers to showcase Filipino talents and celebrate local craftsmanship.

Supporting the highly referential concept proposed by Atelier Almario, Design For Tomorrow is thrilled to help visually articulate the legacy of Benigno Simeon Aquino III, one of the upstanding presidents of the Philippine Republic.

President Aquino’s feats exemplified conviction and resolve to safeguard national sovereignty and foster global cooperation. But beyond policy victories lies concrete attainment carved in the very fabric of democracy and human rights. He nurtured an environment where press freedom thrived and dissenting dialogues coursed openly. Under his watch, civil society flourished, becoming a formidable force against unchecked authority. Aquino’s commitment to democratic principles urged the citizens to value his embodiment of integrity, transparency, accountability, and earnest love for the nation and its constituencies.

Upon the invitation of Ivy and Cynthia Almario, principals of the luxury interiors practice Atelier Almario, our task centered around graphically commemorating the key goals and accomplishments of what many considered the undeniable exponent of “daang matuwid” (righteous road). His clear, definitive policies, earnest but candid speeches, steadfast drive for good governance, and public calling out of errant government leaders earned him the nickname of a marksman. The nickname is also a literal reference to his passionate recreation as a sharpshooter who enjoys rounds of hitting targets with close friends.

The Laperal Mansion room assigned to the late President PNoy (as he was commonly referred to) had a very modest footprint without any balcony and only half of a window tucked in one corner of the room. Ivy and Cynthia Almario forego the use of the narrow window that allowed the longest wall in the room as a headboard space to hang focal artworks – the pièce de résistance of the interior design concept. With Atelier Almario’s creative direction, we designed eight pieces of custom-made typographic works to memorialize the eight notable achievements of the Aquino Administration and marry it with PNoy’s love for target shooting.

The eight achievements, which include Economic Growth and Stability, Anti-corruption Campaign, Social Welfare Programs, Disaster Response and Preparedness, Foreign Policy and Territorial Disputes, Human Rights and Justice Reform, Infrastructure Development, and Institutional Strengthening, were then typographically set in the form of shooting targets.

The “targets” were then printed on paper and brought to the shooting range PNoy frequented. Atelier Almario invited his shooting range buddies to fire live ammunition rounds and hit each specific accomplishment to denote PNoy hitting his goals. The “hit bullseyes” were then framed and mounted to run the room length parallel with the headboard panel; these graphic artworks inform the guests about President Noy’s two loves: public service and hitting his targets.

Details referencing the accomplished President in a more personal way abound: Blue wallpaper references his alma mater, Ateneo; bespoke beddings designed to evoke a barong tagalog pattern he wears; and the compact disc handles of the wardrobe closet recall his love for music. We also crafted the President’s monogram, embroidered on the pillows, to complete the highly personal design that Atelier Almario sought to achieve within this space in the Laperal Mansion.

The PNoy Suite in the Laperal Mansion is humble in measure, but we are delighted to contribute to the brilliant leads at Atelier Almario’s obsessive attention to detail in capturing the spirit of the pivotal, straight-shooting leader who steered the nation’s course into a straighter path.

Interior Design Concepts & Creative Direction Ivy and Cynthia Almario, Atelier Almario Photography Jar Concengco (Campfire Media)

Creative & Art Director Ric Gindap Monogram and Typographic Art Designer Israel Contreras

The post Laperal Mansion: Designing for a Sharpshooting President appeared first on Design For Tomorrow.

Agrea: Social Enterprise Marketing

Miguel Lim — Wed, 25 May 2022 10:19:32 +0000

No dream is too simple. For Cherrie Atilano, her dream is loud and clear: everyone needs to eat. Cherrie grew up on a sugarcane farm in Negros Occidental and has since been able to share her knowledge with her neighboring farmers that she learned through reading books when she was 12 years old. She took up a Bachelor’s Degree in Agriculture, majoring in Horticulture Specializing on Tissue Culture, and since then made it her mission to make agriculture accessible to Filipinos, creating initiatives that improve the livelihoods of existing farmers, as well as attracting younger generations to take up farming as a viable career path.

From a simple desire to help fellow farmers in her hometown, she created a movement that aims to address issues of poverty surrounding the agricultural sector, as well as a platform where women can be empowered to work in the male-dominated industry of farming. With her efforts, Cherrie has made farming sexy and attractive.

This momentum needs a proper organization to fully utilize the abilities of those who are committed to her mission. She wanted to create an organization that will be a national, even worldwide initiative. Cherrie then sought to collaborate with Design for Tomorrow when it was just a mere idea and guided the founders in crystallizing the vision through a branding that articulates the vision and mission, defining what it stands for, and what this mold-breaking movement hopes to achieve.

In 2015, she formally launched the AGREA brand, a mobilizing organization aimed at activating opportunities in underproductive agricultural lands and a catalyst for young people to discover the untapped potential of the agricultural industry in the Philippines. The name is a portmanteau of Agriculture and the Greek goddess Gaea, the personification of Earth. AGREA’s core pillars, Planet, Progress, and People grounded the already thriving movement into a more focused undertaking.

Overall, DFT and the founders formulated AGREA’s mission slogan, “Ecology of Dignity,” anchored on the idea that agriculture encompasses all aspects of living: plants, animals, and humans, and as such should be approached with sensitivity, far-reaching vision, and consideration of impact and mutualism.

The challenge to communicate this effectively to current members and potential partners inside and out of the Philippines is a matter of precise visualization of the organization’s essence that can be summed up by a graphic mark and complementary elements. DFT designed a brand identity that encapsulates the entirety of AGREA, with a trinity of leaves representing sustainability and its three core pillars, as well as resembling the symbol of fertility and incubator of life – the female reproductive system. This symbol is interspersed with a pyramid-like initial “A” that connotes an upward compass and progress for farmers and agriculture. Green and earthen tones underscore the commitment to sustainable practices in agriculture, growth, and hope. Completing the logo is a circle that represents the world and the entire ecosystem.

Successfully launched locally and widely used for global partnerships the logo and identity became the movement’s shorthand for everything AGREA wants to express and stand for. DFT also provided the supplementary brand narrative, brand strategy, and applied the brand elements across all collaterals, both print and digital, and guided the stakeholders on the brand implementation and applications.

The AGREA brand identity becomes an international icon and visual signpost for the movement’s steadfast commitment to agriculture and sustainability. Now recognized by prestigious institutions and governments worldwide, it has also become a catalyst for how the youth view farming as a viable, worthwhile, and inspiring path to pursue.

ARK – Agrea Rescue Kitchen

Seasonal products made from AGREA’s produce, adding value to the efforts of partnering farmers

MOVE FOOD

Bridging the gap between the urban and rural, delivering goods from the farm straight to customers doors

“Creative, compassionate, futuristic in thinking and top notched professionalism combined makes him an excellent designer, a brand strategist and a leader on his field. Always top of his game. I worked with Ric for 12 years, he delivers beyond expectations and a delight to work with. His enthusiasm and compassion exudes in every brand he creates. He could turn a product into a most-sought brand in the market, he could make an idea into a best selling brand, he could make every client a successful entrepreneur with his relentless support of creating a brand architecture that leads the business growth, and is legacy building. Very approachable, fun and not boring to with at all. Lastly, he is a branding guru with a big heart who has been doing pro-bono work to causes he believes in despite his busy schedule. He will make time as long as it is align to his values, principles and of great purpose for others. He is a human being, he simplifies the essence of humanity in every brand he makes.”

CHERRIE ATILANO

CEO & Founding Farmer, Agrea
Philippines

Client Agrea Industry Agriculture, Non-profit Discipline Art Direction, Design, Identity Location Philippines

Creative Director / Brand Designer Ric Gindap Art Director Marlon Lacanilao Identity & Applications Designer Israel Contreras Photography Agrea Team Account Director Roman Roxas

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