New strategy, logo and visual identity for a global educational platform focused on innovation, entrepreneurship and the New Economy.

FREELANCE PROJECT, 2020 / ROLE: CREATIVE DIRECTOR, LEAD DESIGNER, BRAND STRATEGIST / CLIENT: STARTSE

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New world. New education —

STRATEGY AND TAGLINE

Like the majority of Brazil’s business education schools, StartSe was launched as a sort of time machine that would teach entrepreneurs how to think far ahead in the future and find solutions to problems that don’t even exist yet. Research showed that this approach was driving away potential new students that urged to learn how to address more immediate topics.

My strategy to set StartSe apart from the competition was to reintroduce the brand to the market as a global "Lifelong Learning" platform that focuses on the future by dealing with things happening here and now. This positioning originated a new tagline called “A Nova Educação para o Novo Mundo” (The New Education for the New World).

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The starting point for remarkable ideas —

LOGO

Featuring a refreshed symbol and a custom wordmark, StartSe's new logo aims to successfully represent the brand's tagline.

The dot before the first “S” stands for the beginning of new ideas while the arrow at the end alludes to evolution and transformation concepts. Finally, the "rt” ligature illustrates the human connections needed to make lifelong learning possible.

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True colours of knowledge —

COLOURS

Inspired by the brand’s product variety, the diverse colour palette can provide a wide range of chromatic combinations. The leading tones of navy and electric blue were chosen to contrast with fun, uplifting secondary hues in every composition.

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Striking geometry —

TYPOGRAPHY

StartSe’s geometric type families provide excellent legibility in web, print and mobile interfaces. The neutral yet friendly Barlow typeface is paired with Plex Sans – a contemporary, low-contrast family that refers to the relationship between man and technology. The ratio between their body sizes is always defined by multiples of φ.

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New ideas in a rush —

GRAPHICS

StartSe offers continuous, fast-paced education for people who want to keep up with an ever-changing world. To apply this concept on the visual identity, a new graphic expression – dubbed “the rush”– was created to represent several bits of knowledge moving through space and time in an endless sprint.

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Innovation academy —

BADGES

Inspired by the innovative visual identity seen in space academies, StartSe's badges were created to quickly identify every single product from the brand while establishing a consistent visual language among them. Every badge features an unique, responsive design that is ready to be used in all media.

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Speeding pictures —

PHOTOGRAPHY

The photography guidelines portray the brand's target audiences in focused, warm and dynamic images. In general, they combine human figures with other assets of the visual identity, like “the rush” and the colour palette.

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Credits —