Brief
This is a complete identity redesign. This school has over 40 years with the same logo, with no brand identity as a whole, it wasn’t ready for social media or digital interaction. With Olman Ureña as director, the school start a digital process including identity, website, social media, content creation, admission process, and more, I had the honor to be the one in charge of the whole process. It took almost a year to build it from scratch and to put together all the elements by myself.
*This is not for commercial purposes, it's a design exercise.This is an advanced proposal from the one Thumb created years ago, it was not contracted by the company.
Logo
The first logo was handmade, full of history it was a foot because in absence of a physical building they had to walk through the campus looking for a place to study. That’s a powerful story, I decided to make a reinterpretation of that in a contemporary bolder form, more abstract. Reflecting the future and the past, and taking the red everywhere against institutional rules to make it immediately recognizable.
The whole identity is built as a design system, each item is not fixed, it's complex and variable. Thinking in the elements as capable of mutation resembles the difference between architecture and mere construction.
