Green Gorilla
An urban activist initiative aimed at integrating greenery and ecology into major cities to enhance quality of life, driven by the community and focused on improving everyday public spaces.
Services
Identity & Branding, Strategy, Art direction,
Year
2025
Strategy
In cities where concrete spreads faster than roots, Green Gorilla rises as a counter-movement. Not a brand, but an activist force — a call to reclaim urban life from the bottom up. The method is simple: small, community-driven actions that breathe nature back into the streets. What looks like vandalism at first glance is in fact cultivation: planting, growing, and shaping public spaces into places of care.
The strategy is to appear like a guerrilla campaign — direct, youthful, and unapologetic — turning resistance into growth. By staging interventions that feel disruptive yet constructive, Green Gorilla identity reframes activism as creation. It’s not waiting for authorities or developers to act; it’s citizens planting the change themselves. A city reclaimed. A jungle reimagined.
Naming
The project is called Green Gorilla for two reasons. First, the gorilla is considered the king of the jungle, while we live in an “urban jungle” of concrete and steel. The name reflects the idea of bringing nature back into the city and reclaiming balance within this environment.
Second, the word “gorilla” deliberately echoes “guerrilla,” emphasizing the project’s activist spirit. The initiative is built on grassroots actions carried out by citizens, often in a spontaneous or improvised manner, much like guerrilla tactics. This dual meaning captures both the ecological and activist dimensions of the project.
The Logo
The Green Gorilla logo depicts a gorilla drawn in a graffiti-like style with bold neon-green strokes. Its arms form the letters GG, while the vibrant color and loose lines balance the gorilla’s fierce expression — making it feel activist and rebellious, yet playful and constructive.
Typographic approach
The tyopgraphic systems are created by an abstract reduction of a city from birds eye view, marking bulidngs, parking lots, roads etc. Above all these, a layer of green graffitti is added as a "greenery conquering the concrete" layer.
This project was made during the 3rd year of my studies at Shenkar College of Design as part of branding course.
