Movimento 90° is a business of socio-environmental impact that wants to increase the green area in large cities through the installation of vertical gardens and green ceilings.
Movimento 90° covered two major gray areas of two of the most important and busy avenues in São Paulo with green. In almost six kilometers of extension, there are thousands m2 of new vertical gardens for the city with thousands of seedlings planted along Minhocão and Avenida 23 de Maio, bringing benefits to the more than 1 million people who pass through the region daily. The visual id works with the idea of gray spaces being occupied with green inside and outside. The M and the facade join together to create a modern symbol for for a green wall. As a central feature of the identity, it represents contrasting relationship between these concrete and nature.