I am Croce Verde
- Client
- Croce Verde
- Programme
- Expression
- Services
Concept & art direction
Portraits & reportage
Film
Infographics
Illustration & collage
- Year
- 2025
A volunteer association is made of people, but all anyone sees is the vehicle. We turned the camera around: from the ambulance to the people who get in it.
The starting point
Emergency services are almost always communicated through the vehicle and the uniform: effective for being recognised, useless for being chosen. Someone reading a call for volunteers isn’t evaluating a service, they are deciding what to do with their own time.
The direction
Four registers under a single system of green and black. The portraits put a name and the years of service beside every face. The black-and-white reportage shows the gesture, not the emergency: a hand held, a corridor walked together. The infographics carry the numbers and the history, because trust needs data too. And the health posters do the hardest thing of all: talk about prevention without sounding like a leaflet.
The portraits
Every volunteer says the same sentence in the first person, with their own name and years of service beside it. The association stops being an institution and becomes a list of people.
Lives in service
Black-and-white reportage. No sirens, no staged urgency: the night shift, a hand held, a corridor walked together.
Informing
The fleet, the numbers and the milestones of the association’s history, drawn in the same green. The part that answers the practical questions of anyone considering joining.
Care and health
A health-education campaign built as collage: archive anatomical illustration, flowers, cut-outs. It talks about prevention without the tone of a waiting-room leaflet.
Other work
Programmes · Expression
