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As urban populations continue to grow, cities are at the forefront of addressing global sustainability challenges. Despite their critical role, cities face significant barriers, including fragmented knowledge, a lack of scalable solutions, and unclear circular economy definitions, struggling to integrate circular principles into existing frameworks.
To overcome these challenges, Metabolic combined its sustainability expertise with Enjins' AI capabilities, developing NAVIRA, an AI-enabled platform that assists cities in assessing their Circular Economy baseline and developing their Circular Economy mission and tailored action plans.
As a member of the Metabolic team, I was responsible for the ideation and design of the project's brand identity, taking care of the entire system of essential elements for the development of the interface. I carried out my work in constant collaboration not only with the team of experts from my company and our partner Enjins but also with the Marketing and Communications team.
Multidisciplinarity, customisation, and innovation were the three key elements that made NAVIRA's brand identity particularly successful, tailor-made for its users and their specific urban context.
MULTIDISCIPLINARITY
My design process repeatedly involved my colleagues, ensuring alignment on the values and expertise we wanted to convey through our brand identity from the first meeting of the team.
Constant dialogue with sustainability experts, developers, and communication and marketing experts allowed me to verify the feasibility and consistency of my visual proposals, incorporating the feedback received and progressively adjusting the three solutions that were initially pitched to ensure that they aligned with the shared concept.
CUSTOMISATION
A brand identity that communicates professionalism and innovation but at the same time is empowering, actionable, and city-specific, reflecting a tool that offers specific solutions for the context of the city using it.
Throughout the entire design process, the objective was to create distinctive platform elements that the service's diverse user base could relate to, regardless of regional differences. The colors reference the tool's reliability and, at the same time, the familiarity of the urban context; the logo's shapes recall the different blocks of an urban map; the visual choices convey the tool's emphasis on the simultaneous observation of user cities from a large-scale perspective and in detail.
INNOVATION
The winning feature of the NAVIRA project lies in the conscious use of emerging technologies that expand the potential of AI, speeding up the processes of acquiring circular principles into existing frameworks.
Following the same principle, I wanted to include the use of Midjourney's generative design for the exploration and development of the created patterns. My work included the definition of a prompt that, based on the brand's visual guidelines, supported the creation of visual patterns and complex illustrations to be used within the digital platform to represent more abstract concepts.
