• Ecuador: Eco-Center of the World

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    Ministry of Production Employment and Competitiveness of the Country of Ecuador
    Project Title
    Ecuador: Eco-Center of the World
    14 months


    • Ministry of Production Employment and Competitiveness of the Country of Ecuador
    • Greencard Creative, Inc.


    • CEO and chief creative officer of Greencard Creative: Tatiana Pagés
    • Client strategies director:Luciana Jabur
    • Art director of design: Lan Peng
    • Web programmer, digital platform developer and designer: Jaehwan Kim

    Project Brief

    The country of Ecuador is paving the way to a more sustainable future—it wants to be truly sustainable, innovative and efficient with energy and natural resources. It wants to be the model for transparency and accountability. Ecuador is not only the seventh most mega-diverse country in the world, but is also implementing measures and laws to protect the people and the environment like “The Plan for Good Living” where the only beneficiary is the human being. It also implemented Project Yasuní—where the country decided not to exploit $7 billion dollars worth of oil to save an ecological reserve. The incentives plan to attract and motivate responsible foreign investments of sustainable industries.

    The world needs to be aware of what Ecuador has to offer in terms of sustainable business, trade opportunities and biodiversity. Ecuador needed to align its vision and become an example to the rest of the world. Greencard Creative worked closely with the Ministry as consultants to help identify the barriers and develop the strategy that positioned Ecuador as “The Eco-Center of the World.” In doing so, they hoped to increase Ecuador’s foreign investment and make local people, tourists and the international community acknowledge Ecuador as the leading country working towards a sustainable economy both internally and externally.

    By examining the country’s values, nature and assets to understand current perceptions including ethnographic interviews with green investors in the United States, the team proposed to use Ethonomics as their narrative arena (using nature, location and biodiversity) and as a communications platform as well as men (determination, strength, laws to lead change) as the reason to believe. The design team reinterpreted the way people describe Ecuador, saying it is “the half of the world” because of its location on the equator. In fact, “half of the world” is more associated with division and exclusion more than integration and leadership. Ecuador needed a more unified, inspiring and genuine positioning that transpires its compromise to the planet.




    The team did extensive ethnographic research through interviews with potential investors and key people in related industries such as investment consultants, officials in charge of international and government relations, as well as executives and entrepreneurs in environmental industries. 


    Brand Essence: The Center of the World

    Big Idea: The Eco-Center of the World

    Brand Manifesto:

    This is not just a declaration of another natural reserve or a new eco-touristic destiny. 

    This is not about a revolution against the global system. 

    This is not another political manifesto from the past. 

    It is the next step in the evolution of human thinking. 

    It is about a whole country committed to persuading the world that it needs to adopt ethonomics as the forefront of its global agenda. 

    This is a roadmap for Ecuador and the society of the future. 

     Eco - Ecuador - Eco-center of the world 

    It is the hub, the matrix, the headquarters, where ecosystems and science are at hand to set paths for the evolution of a new worldwide ethonomic system.  

    Inspired by “The Eco Center of the World” concept, we came up with the leaf image as the icon to portray Ecuador as the main vein that feeds both hemispheres of the world because Ecuador has one of the most biodiverse ecosystems in the world and the country sets an example through their rules and laws promoting local resources and talent in green industries.

    Country Brand Book: The creative concept inspired the creation of a vehicle to promote foreign investment. This tool consolidates Ecuador’s values, efforts and laws needed to open its doors to stakeholders and communicate its richness and sources of sustainable business and trade opportunities. It was also a PR and media vehicle used in conferences, events and as a mailing piece.

    In addition to the Country Brand Book, there were several elements such as stands and other collateral materials to help Ecuador’s participation in important events, conferences and meetings with renowned world leaders encompassing Ecuador's brand essence: "The Eco-Center of the World."


    The biggest challenge Ecuador faces as a country is to cross the barriers of present perceptions. The “last information read in the press” is what is building the country’s reputation and values—a second party voice rather than Ecuador’s own voice.

    • There is a lack of information available about the country’s characteristics and philosophy that they are a place where companies can start a new venture integrating environmental strategies as part of their business and positively impacting their bottom line.
    • There is a lack of information about the country’s measures, incentives and warranties for the private sector that wants to help transform Ecuador and the world into having more productive economies.
    • There is disinformation about how these measures and laws warrant a long-term investment—addressing fears and concerns about profitability and soundness.

    We need to educate the business community both as businessmen and as human beings about Ecuador’s values concerning nature and its measures to both innovate and evolve into having a more productive economy. We need to show them how it is in our and their interest and their self – for the sake of the earth and the bottom line.


    Foreign Investment growth 

    • The Barner Group, a Canadian-American company, invested $75 million on the installation of paper production plant in Ecuador.[i] 
    • At the beginning of 2012, Ecuador’s state-run oil company Petroecuador, signed a 15-year contract with Schlumberger Ltd. and Tecpetrol, which will invest about $1.7 billion over the next five years.[ii] 
    • In 2011, Mexican investments in Ecuador grew 35 percent, reaching the amount of 2.7 billion.[iii] 
    • In June 2012, the Shanghai Commission of Commerce and The Institute of Promotion of Exports and Foreign Investment, signed a Memorandum of Understanding aimed at increasing Chinese interest of investing in Ecuador.[iv] 
    • Investment in Latin America is growing and Ecuador is one of the first countries to be presented to potential investors in terms of infrastructure, tourism and to be aware of the country’s reality overall.[v] 

    Macroeconomic figures 

    Additional information

    For more information please visit: http://greencardcreative.com/work/ecuador.php#middleBar 

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