ONLY THE ESSENTIALS

Concept • art direction • Design

Costa Rica’s latest brand campaign is all about getting back to what matters. The country’s natural beauty as the star, we wanted to create something that visually broke through the clutter and introduced our values to the public. The experience of being in Costa Rica, to enjoy nature, to enjoy the warmth of Costa Ricans, it’s all going back to the essentials. This campaign acts as a teaser, Costa rica’s most recognizable feature—it’s jungles—peeking through words that express our most basic values. It’s the start of something we can expand upon through video, editorial and social media.

This involved creating an alphabet of over 100 unique letters that we can use to build phrases to be used across out of home, print, digital and video.

Featured in AdWeek in September 2019