FIT_Capstone2019_05_JanineCohen_Merge

Jardín Botánico de Caracas

January 20th - May 20th Jardín Botánico de Caracas

x Laser Airlines

Musa paradisiaca Banano

An experience that will enable us to appreciate the beauty in our roots; the rebirth of everything that grounds and connects us to our home, Venezuela.

Thesis Statement: How can a commercial brand help a country in crisis create a new positive self-identity? A brand can shape new public perspectives by creating a new narrative including quality brand factors and personal relatability factors that fosters an ethos of civic engagement in the country. The brand enables the citizenry to engage in civic action in accordance with their narrative beliefs.

Project Title: Roots

Client: Laser Airlines

Venue: Caracas Botanical Garden

Audience: Primary: Citizens looking to participate in civic engagement, Influencers that can

spread the word about the message, Secondary: Venezuelan Citizens, Tertiary: Citizens of the world that will become aware