Be the Butterfly Effect and start changing the world
HOW IT STARTED. The American non-profit Karma for Cara Foundation, has been a crucial encounter for me. I personally met the family who runs the Karma for Cara Foundation and I started to follow their activities. In that organization, in that spirit, in that project, I found what I was looking for. In 2014 the Foundation hired me to design their website and a new logo. I proposed a butterfly. A simple, yet different symbol, perfect to represent such a delicate theme. The logo became an orange butterfly, the color of leukemia awareness. In that organization, in that spirit, in that project, I found what I was looking for. All of this led me to start my own project: a T-Shirt strongly inspired by the vision and work of the Foundation that advertise a precise message: Be the Butterfly Effect. Because anyone with a small gesture can make the difference in someone else life.
CONCEPT. According to the Butterfly Effect, the flap of a butterfly’s wings in Brazil sets off a tornado in Texas. Which means that a small change at one place in a complex system can have large effects elsewhere. “My” butterfly effect engages people, combines work and social responsibility, and creates a beautiful and high-quality product that is not a mere commercial piece, but is genuinely sustained by a proposition that goes beyond simple aesthetics. Be the Butterfly Effect means to be the protagonists of a change. The profits are donated to the Karma for Cara Foundation and to the Fondazione de Marchi ONLUS Milano
IL LOGO. The design I created for the t-shirt is an evolution of the Foundation’s logo. The logo became an orange butterfly, the color of leukemia awareness. Both logo and graphics are screen pinte, the same fot the laber and the packaging.
IL SITO WEB. jointheeffect.com is an eCommerce website builted with Shopify. It is linked to the Be the Effect Mailchimp account to easily manage mailing and newsletters.
DIGITAL PR. I personally manage the social PR, focusing my work on Istagram and creating graphics and content consistent with the project. I personally contact bloggers and influencers to promote the product through social media and create brand awareness.
EVENTS. I schedule events to promote new products, the locations are selected in order to be consistent and focused on the target. I work on the location setting and all the collateral materials. I work with few photographer for the shooting.