Multiplying the reach of climate change research
Partner in the MAIA
Horizon Europe project 2022-2025
Actions:
Branding
Information Design
Communication Strategies and Materials
Events
Horizon Europe is a European initiative to promote scientific research and innovation. MAIA emerges within this program to address a crucial challenge: the European Commission is investing heavily in knowledge and tools to address climate change, generating valuable findings that are dispersed across independent projects. This fragmentation makes it difficult for researchers, policymakers, businesses, and citizens to access essential information. MAIA was created to unify this knowledge and make it accessible.
It’s about sharing knowledge between communities to help each other and advance in the fight to mitigate the effects of global warming. The project’s goal is to ensure that various sectors of society can access this information and use it.
MAIA serves as a link between communities, platforms, and research initiatives in the most inclusive and democratic way possible.
Off Course is involved in several aspects of the MAIA project. Our mission is to design and implement, together with other partners, its branding and communication strategy, bringing together all EU-funded projects on climate issues in a cohesive proposal that maximizes their impact.
Brand architecture
The concept behind MAIA’s brand architecture is that of a Connection Hub, a nerve center that links communities, platforms, and knowledge sources. By maximizing accessibility to this knowledge, we help structures and actions reach further. MAIA’s logo symbol represents a tree with countless branches, growing and bearing fruit for all the communities that care for it.
The people
MAIA addresses very diverse audiences, divided into three main groups. Between InMedia, ThatzAd, MarketAdd and Off Course, we developed a brand architecture and media catalog adapted to each audience. For researchers who are already familiar with Horizon Europe’s operations, we reserved the MAIA brand. For businesses, governments, and part of civil society, we created Alter! (website and social media), bringing the generated knowledge closer to those who can use it in political, business, or educational decisions. For young audiences, we developed Jolt the Change, an activist brand that debunks fake news and connects with research on resilient solutions against climate change, facilitating dialogue with citizens.
Under the umbrella of the main brand, we structured brands with differentiated visual identities to ensure greater connection with each target audience. This architecture includes key elements such as the Marketplace, MAIA Platform, WeAdapt Connectivity Hub, and MAIA Training Platform. We developed specific communication elements and narratives that expand the reach of climate research by stimulating social participation.
The consortium developing MAIA consists of seventeen members from various European countries, including public and private organizations and associations. Together we work to aggregate knowledge in areas such as adaptation and mitigation solutions against climate change, technology, behavioral psychology, market, and communication.
The MAIA project has received funding from the European Union’s Horizon Europe program for research and innovation (Grant Agreement No. 101056935).
