WHAT Branding

WHAT is a nonprofit cultural association that integrates and spreads knowledge and critical thinking. It was born in 2012, in an accelerated and disorientated social context with a smell of change, in order to promote a slow and conscious reflection on the common future we all are creating, and it does with a language capable of reaching the largest possible number of people

The identity

WHAT because the handled product is knowledge and in English because it was born with a digital and international vocation, but it is also the acronym for 'We Here All Together' because its leitmotiv is that we are all in the same boat. The typographic work of the logo suggests this idea and works as a brand language when applied to headlines or merchandising

Icon WHAT Meets

Icon WHAT Magazine

Icon WHAT Movies

Whatabout 1: The future

Whatabout 2: The work

The product

The main product of the association is a homonymous online magazine in which the three classic branches of knowledge —Arts, Sciences and Humanities— are integrated and crossed with three categories —Individual, Society and Environment—, giving rise to content on disciplines as diverse as philosophy, cinema, politics, psychology, history or physics, among others

The audiovisual campaign

Promotional videos for the association as a brand in general and for the project of a Festival about the Future in particular, are mainly used for presentations and as social media content

The print campaign

Glasses that allow you to see the world in a different way even though they do not have lenses, or perhaps precisely because of that. They also allow anyone to collaborate with WHAT because their price is a donation, and they are always accompanied by a brochure explaining the projects and objectives of the association, whose transparent paper reinforces the idea that all its content is related and connected to each other

& Co

Programming Adrián Pérez, filmmaking Javier Navarro, collaboration Arturo Tollesson, client WHAT We Humans Are Together

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