Creative Direction
Naming
Visual Identity
Illustration
Sustainability
● Tu madre
01 of 10
Giving a voice to Mother Earth to awaken awareness about caring for the planet.
2025
The proposal was created for a space in Girona that promotes responsible consumption and the zero-waste philosophy, encouraging awareness around personal and environmental care. Its friendly, accessible and playful approach seeks to generate awareness in the community through the voice of Mother Earth. Your mother.
The strategy is to attract the audience through humor while leaving a message of reflection about the current state of the planet. Using a playful yet firm tone — like that of a mother who sets boundaries with love — allows the message to stay in people’s memory, while opening endless creative and narrative possibilities.
Educating with
humor and warmth.
To engage the audience in a warm and approachable way, the character of Your Mother was created, depicted performing various acts of care while adopting the gestures of a conventional mother.
In this way, the audience is connected with, and humor is introduced as a tool to convey messages about environmental awareness and responsible consumption with impact.
To reinforce the connection that defines this project, we chose a palette inspired by the environment, with green and earth tones, accompanied by textures and strokes that reinforce the idea of the three Rs: Reduce, Reuse and Recycle.
In addition, we created phrases inspired by typical “mother sayings”, reinterpreted from the perspective of the Earth, as if she herself were speaking to us with that familiar tone we all recognize and have grown up with.
Values